The Brief

A website was created where people could not only see the communication elements but also can share their stories. The stories collected were then translated into print adverts and digital videos. Each print was a testimonial by a survivor. The role of digital was an intimate viewing as well as a platform for women to share stories. Print allowed us to make every woman a hero and inspiration for all others. The key objective was to felicitate the brave women and make them the brand ambassadors. The campaign ran on TV, mobile, outdoor, radio giving it the required scale. However the crucial part of this phase was an event conducted with women cancer survivors where each of them shared their story in person.

Creative Execution

Core Idea: SOME PEOPLE DON’T NEED HAIR TO LOOK BEAUTIFUL The idea was expressed through empathetic stories of Cancer survivors and their courageous journeys where every bit of them was brave and beautiful. two phases. Share (Dec 2014 – Feb 2015). The campaign was launched first on digital in the form of a 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. A website was created where people could not only see the communication elements but also can share their stories. Scale (Feb - March 2015). The key objective of this phase to felicitate the brave women and make them the brand ambassadors. The campaign ran on Internet, TV, mobile, outdoor, radio.

Describe the creative solution to the brief/objective.

Dabur Vatika’s association was only with ‘naturals’. In imagery led, emotionally driven beauty segment, just the functional promise of natural ingredients isn’t enough. Beauty is an emotional connection to one self; the functionality simply justifies the emotional connection. Dabur Vatika lacked this connection with women. Thus the primary task was to bring Dabur Vatika back into the conversations by creating an emotional connect with the modern woman. Thereby build awareness and imagery.

Results

The biggest achievement was the 28,000 heartfelt stories of cancer survivors. 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. Overall the brand saw 5% uplift in awareness. (as per Millward Brown study) Impact on business: • 9% volume growth vs. the same quarter previous year • 8% value growth in brands (vs. 4% growth in category)