In the Equity study done the findings reflected that brand is seen as old and lacks relevance in a dynamic category like shampoo. This led to the brief for a campaign that can help the brand stand out and connect to today’s women who embodies aspiration, inner strength and is not infatuated with the look. From this insight the campaign 'Brave & Beautiful’ was created, in which the brand takes a stance for Cancer survivor’s, expressed in a statement- Some people don’t need hair to look beautiful’. This statement from a hair brand created an unprecedented paradox in Indian hair advertising.

Brave & Beautiful logo is the face of the one of the most bold campaigns done by any Indian hair care brand so far. Logo interprets the same thought-some people don't need hair to look beautiful, visually. In the campaign the brand is talking about Female cancer survivors. These are the people who have gone beyond the world definition of beauty and their beauty comes from their bravery. For them a bald head is not a stigma but a mark of the bravery.

The logo represents a woman who has defeated cancer. The face identifies her and the bald head symbolizes her bravery. The typography sits prettily as a crowning glory forming words “Brave & Beautiful”, that highlights the two important facets of every cancer survivor. The colourful typography illustrates that she is beautiful.

In the campaign, logo is used on digital, TV, Print, outdoor and activation platforms.

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

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

-Brand got free media coverage and PR of approx. 5,00,000 us dollars

And more importantly the logo lives on in the form of ‘B&B shampoo’, which is a product innovation for cancer survivors, by dabur vatika.

The logo of a campaign ended up as a brand.

Dabur Vatika Shampoo needed a platform to revive its identity and reconnect with today’s women. Brief was to create a platform 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, every hair brand speaks about beautiful hair. The objective of the brand here is to go beyond this superficial beauty aspect and talk about the beauty, which comes from the kind of person someone, and not just from physical appearance.