|Title||WE MADE EVERYONE WOMAN LOOK LIKE A HEROINE|
|Product / Service||LAKME COLOUR COSMETICS|
|Category||A01. Best Use of Screens|
|Entrant||MINDSHARE Mumbai, INDIA|
|Media Agency||MINDSHARE Mumbai, INDIA|
|Entrant Company||MINDSHARE Mumbai, INDIA|
|Media Agency 2||MINDSHARE Mumbai, INDIA|
|Devendra Deshpande||Mindshare||Principal Partner|
|Sonal Jadhav||Mindshare||Client Partner|
|Chaitanya Bivalkar||Mindshare||Director Exhange|
|Meenakshi Samantaray||Mindshare||Media Executive|
The movie and the brand seamlessly interwove, delivering immense buzz and brand recall. Co- branded marketing activity featured across TV and Cinemas. ‘Heroine Looks’ created excitement, drove experimentation for Lakme Absolute. The activation was further fueled at Point of Sale and Lakme Salons. • Brand imagery on ‘Glamorous, Modern and Trendy’ shot up by 32%. • Around 5200 girls visited Lakme Salons to get ‘The Heroine Look’. • This association contributed to 16% of Lakme’s sales within the first two months of the launch. • 77% remembered Kareena Kapoor as the brand ambassador of Lakme Absolute. Source: HUL Research
Associated with coattails of Bollywood’s most glamorous movie of 2012- “Heroine” Heroine with an author-backed role for Kareena Kapoor created a perfect platform for launch Basis a strong psychographic insight ‘Every Woman aspires to look like a heroine’, decoded exclusive “Heroine looks” in the movie which were recreated across Lakme Salons under the thematic “Every Woman can look like a Heroine”. Content was created to ensure strategic in-film brand placement inherent to the storylines lending a strong recall to the brand. • Kareena Kapoor in the film signs the contract to be the face of Lakme Absolute • Launches the Makeup range • Several in-film shots of product application by Kareena • Lakme Absolute’s vanity box placed strategically in makeup sequences “Heroine Looks” of Kareena were created and photo- featured in leading fashion and film magazines along with the decoding of the “Heroine” Looks using Lakme Absolute range of products.
Lakme cosmetics long been an ally to Indian woman and has accentuated her beauty for several decades. It launched its premium, high performance makeup wear range –Lakme Absolute. With several international brands already flooding the Indian cosmetic category, vanilla advertising was definitely not the idyllic way to launch Lakme Absolute. The idea was hence to go beyond the conventional media strategy and create a platform for the launch of Lakme absolute that was larger than life INSIGHT & RELEVANCE: in the spanning decades Bollywood has become the prism through which the nation visualizes trends, aspirations and hence shapes lifestyle. Lakme Absolute, wanting to position itself as the best makeup brand realized that Bollywood association and getting one of Bollywood’s leading lady on board as the brand ambassador is their best bet. Bollywood’s blue-eyed girl Kareena Kapoor’s lineage, charisma and screen-presence has made her the most aspired fashion icon of Bollywood and hence the evident choice as the Brand Ambassador for Lakme Absolute.