Our Preference for the Brave & Beautiful Campaign is INTEGRATED.

Dabur Vatika Shampoo needed a platform to connect with today’s women. Brief was to create a campaign where the brand can have conversation and emotional engagement with the audience through a relevant and scalable idea. In India a women is considered beautiful only if she has long hair. Objective here is to go beyond this superficial beauty aspect and talk about the beauty, which comes from within.

From this insight the campaign 'brave & Beautiful' was created, in which the brand takes a stance for Cancer survivor, expressed in the statement- Some people don't need hair to look beautiful.

A 4-minute digital film was created, which shows the journey of a cancer survivor from being apprehensive about her look to confidently facing the world.

As a response to campaign the brand got approx. 28,000 survivor stories. Post that print ads and videos were created with real survivors as the face.

The campaign joined the million-dollar club organically, and became the most shared video of India. It got-

-Over 50 million views

-Over a million likes

-More than 30,00,000 shares

-One billion global digital impressions

-A book called 'Brave & beautiful', on the stories of survivors was released

-Dabur vatika launched a product innovation called B&B shampoo made for cancer survivors

-All the survivors were felicitated in ‘brave & beautiful awards’

-Brand got free media coverage and PR of approx. 5,000,000 US Dollars

THE CAMPAIGN WAS LAUNCHED FIRST ON DIGITAL IN THE FORM OF A 4 MINUTE VIDEO AND ONLINE POSTERS. A WEBSITE WAS CREATED WHERE THE PEOPLE CAN NOT ONLY SEE THE COMMUNICATION ELEMENTS BUT ALSO CAN SHARE THEIR STORIES. LATER IT WAS TAKEN TO PRINT AND DTH IN 1ST PHASE.

TV, MOBILE, RADIO, OUTDOORS, ACTIVATION, PRODUCT INNOVATION EXECUTED IN SECOND PHASE.

THE CAMPAIGN RAN FOR THREE MONTHS. IT STARTED ON DEC. 31 2015 AND ENDED ON MARCH 31 2015.

THE CAMPAIGN 'BRAVE & BEAUTIFUL' INTENDED TO GENERATE A DIRECT DIALOGUE WITH TARGET GROUP.

THE PURPOSE WAS TO HELP THE BRAND STAND OUT AND AT THE SAME TIME CONNECT TO TODAY’S WOMEN WHO EMBODIES ASPIRATION, INNER STRENGTH AND IS NOT INFATUATED WITH THE LOOK.

THE CAMPAIGN WAS BASED ON THE INSIGHT THAT, 'SOME PEOPLE DON'T NEED HAIR TO LOOK BEAUTIFUL', WHICH IS A KIND OF PARADOX, COMING FROM A HAIR CARE BRAND.

THE INTENDED TARGET FOR THE BRAND ARE YOUNG, UPWARDLY MOBILE, FEMALE WORKING PROFESSIONALS OF INDIA. THESE ARE THE PEOPLE WHO THINK THAT A WOMAN IS MORE THAN HER APPEARANCE. THAT'S WHERE THE CONNECT TO BRAND COMES. THE BRAND WAS TARGETING A THOUGHT PROCESS. AS THE IDEA OF THE CAMPAIGN IS BASED ON THE CORE HAIR INSIGHT, HENCE EVEN AFTER BEING A SOCIAL CAMPAIGN, IT IS RELEVANT TO BOTH THE BRAND AND THE TARGET.