The Campaign

Background: A small player with poor brand recall fighting to be heard against big, glamorous stalwarts like Loreal, Sunsilk, Pantene Problem: To get women to build a connection with Dabur Vatika Current association with only with natural, in category which is modern , contemporary and glamorous. Key Task: To bring Dabur Vatika back into the conversations by creating an emotional connect with modern young women. Mediums First phase were the dialogue driven mediums that generated conversations, awareness and true stories of these brave and beautiful women. These were through a 4 min online film, website to view and share the cancer stories and online posters. Second phase were the mediums that spread massive awareness through TV, print, outdoor, radio and activation.

Success of the Campaign

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 Media coverage and PR of approx. 5, 00,000 US dollars. Impact on business: • 9% volume growth vs. the same quarter previous year • 8% value growth in brands (vs. 4% growth in category)

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

The campaign had two phases. Share- 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. Scale - 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. This was followed by a product innovation and launch of a special shampoo. A dermatologically tested mild shampoo. It contains no harmful chemicals. NO Paraffin, Paraben, Sulphate, Phthalates Enriched with Olive oil extracts,

Strategy : 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. The idea : ‘Some people don’t need hair to look beautiful’. The black spot (bindi) cultural context: The film had an endearing cultural context which helped tell the story in a compelling and a relatable way. It used a rich cultural practice of putting a black spot (black bindi) on the temple. Usually done to a new born or a newly wed girl as it symbolizes a blessing towards a new life, a mark to recognize beauty and is also believed to protect the bearer from evil eyes. All three facets were true in context a Cancer survivor, who has defeated her biggest enemy and is now starting life afresh. She is beautiful because she is brave.