Veet India wanted a brand love idea that would resonate with its core TG. 18 - 35 year old females. Something that would attract the attention of the millennial mindset in the digital world, while still within the brand space, for their hero cream variant, Veet Silk and Fresh.

- Released the #unpose philosophy through our brand ambassador via an online film

- Create posts around #unpose, spreading the philosophy via the simplicity of the #tag

- Announced the opportunity to become a Cosmopolitan Cover Girl if you share your #unpose photo

- Created a dedicated website for our entries, which were monitored daily, on veet.co.in/unpose

- Continued to drive participation and belief in the movement by creating more posts, stories and videos across Facebook, Instagram, YouTube and Twitter

- Involved celebrities and influencers to spread the movement and encourage girls to #unpose

- The real life cover girls really did become cover stars, featuring on the front cover of Cosmopolitan India in its August 2018 issue.

The campaign ran for 5 weeks.

After selecting our final 4 cover girls we continued communication on our social handles for 1 more month.