Equity study findings reflected that Dabur Vatika Shampoo is seen as old and lacks relevance. This led to the brief for campaign that makes brand connect to today’s women. Objective was to create a campaign where brand can have conversation and emotional engagement with audience through a relevant and scalable idea. In India a women is considered beautiful only if she has long hair. Objective is to go beyond this superficial beauty aspect.

From this insight campaign’ Brave & Beautiful’ was created, where brand takes a stance for Cancer survivor, expressed as - "Some people don’t need hair to look beautiful".

The campaign became one of the most shared campaigns of India. It got:

-Over 50 million views

-Over a million 'likes'

-More than 30,00,000 shares

-One billion global digital impressions

-Out of 28,000 responses brand got, print ads and viral videos were created with real survivors as the face

-A Coffee table book, 'Brave & Beautiful' with the stories of real 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. 5,00,000 US dollars.

All the elements of campaign (digital, TV, radio, print, activation) in phase-1, were asking for submissions of stories from the target group. Phase-2 was based entirely on the response campaign gets in phase-1.All the things planned in phase-2 like, a product innovation, award ceremony, real survivor stories book, were based on the response in phase-1.

The campaign was launched on digital and later through print and direct-to-home in 1st phase. TV mobile, radio, outdoors, activation, product innovation executed in second phase. The campaign ran for three months. It was started on December 31 2014 and ended on March 31 2015.

Campaign 'brave & beautiful' intended to generate a direct dialogue with target group and to connect to today’s women who embodies aspiration, inner strength and is not infatuated with look. Intended target for the brand are young, upwardly mobile, female working professionals of India, who think that a woman is more than her appearance. That's where connect to brand comes. These people may or may not be the existing customers because brand was targeting a thought process.

The media placement was based on the core target group and that's why the campaign was launched first on digital, where these people are connected.