THE CAMPAIGN WAS LAUNCHED ON DIGITAL MEDIA IN THE FORM OF A VIDEO. A WEBSITE-WWW.BRAVEANDBEAUTIFUL.IN WAS CREATED WHERE PEOPLE CAN NOT ONLY ACCESS THE COMMUNICATION PIECES BUT ALSO SUBMIT THEIR STORIES. THE VIDEO WAS SHARED BY PEOPLE ON SOCIAL MEDIA LIKE TWITTER, FACEBOK, SCOOPWHOOP AND BUZZFEED.

THE CAMPAIGN RAN ACCORDING TO ORIGINAL PLAN AS IT WAS RECEIVED AS EXPECTED. THE CAMPAIGN RAN FOR THREE MONTHS. IT WAS STARTED ON DEC. 31 2015 AND ENDED ON MARCH 31 2015.

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

-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

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 FORM A HAIR CARE BRAND.

THE INTENDED TARGET FOR THE BRAND ARE YOUNG, UPWARDLY MOBILE, FEMALE WORKING PROFESSIONALS OF INDIA. THESE ARE THOSE 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 CAMPAIGNIS BASED ON THE CORE HAIR INSIGHT, HENCE EVEN AFTER BEING A SOCIAL CAMPAIGN, IT IS RELEVANT TO BOTH THE BRAND AND THE TARGET.