THE CAMPAIGN 'BRAVE & BEAUTIFUL' INTENDED TO GENERATE A DIALOGUE WITH TARGET GROUP. 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. CAMPAIGN WAS BASED ON THE INSIGHT, 'SOME PEOPLE DON'T NEED HAIR TO LOOK BEAUTIFUL', WHICH IS A 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. THERE ARE TWO LAGS OF THE CAMPAIG. IN THE FIRST LAG IT WAS LAUNCHED THROUGH A DIGITAL FILM, PRINT, TVC AND DTH. IN THE SECOND LAG THE HEAVY PROMO ELEMENTS LIKE BOOK LAUNCH, PRODUCT INNOVATION LAUNCH AND AWARD SHOWS WERE UNDERTAKEN.

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. The objective 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.

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

The campaign was first launched on Digital and later through print and DTH in 1st phase. Mobile, Radio, Outdoors, activation, Product innovation, award ceremony, in phase 2.

THE EXECUTION:

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

The videos and ads were shared on social media. In the second lag of the campaign, a survivor book was released. A product innovation called B&B shampoo-made for cancer survivors, was launched.

All the survivors were felicitated in 'Brave & Beautiful awards'.

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 2014 AND ENDED ON MARCH 31 2015.