Creative Execution

Core Idea: SOME PEOPLE DON’T NEED HAIR TO LOOK BEAUTIFUL Phase - Share (Dec 2014 – Feb 2015). Launched first on digital (4 minute digital film) and online posters. It had a twin objective. The first being to encourage cancer survivors to share their stories and the other was to share with all other women to empathize & reinforce the belief that brave is the real beautiful. Phase - Scale (Feb - March 2015). This phase to felicitate the brave women and make them the brand ambassadors. The campaign ran on TV, mobile, outdoor, radio giving it the required scale

The brand successfully achieved this. Women respected the courage of shampoo brand to come with a paradoxical bold view that isn’t dependent on superficiality. The digital film became one of the most shared videos in India. It achieved: • Over 50 million views • Over 1 million likes • Over 3 million shares • 1 billion global digital impressions It got media coverage and PR of approx. 5, 00,000 US dollars. & the brand saw 5% uplift in awareness. (as per Millward Brown study) • 9% volume growth vs. the same quarter previous year • 8% value growth in brands (vs. 4% growth in category)

Key Task: To bring Dabur Vatika back into the conversations by creating an emotional connect with modern young women. Communication objective: Increase awareness by 3% amongst young women, age 25-34 in Tier 1 towns, Strengthen brand imagery and attributes Commercial objective: Grow sales by at least 5% to be ahead of the category growth rate Dabur Vatika lacked this connection with modern Indian women. The brand was seeing poor recall and poor brand health scores. For the modern urban women, it was beginning to be seen as a brand not for me but more for my maid. Thus the brand primarily needed to build an emotional relationship such that it comes back in the consideration set. Our strategy was to present a counter view of beauty. With Dabur Vatika, we wanted to break the cultural orthodoxy of long hair stereotype to an idea of beauty that emerges within.