BEAUTY TIPS BY RESHMA

Silver Spike

Case Film

Presentation Image

TitleBEAUTY TIPS BY RESHMA
BrandMAKE LOVE NOT SCARS
Product / ServiceACID ATTACK
CategoryA08. Charities, Public Health & Safety, Public Awareness Messages
EntrantOGILVY & MATHER MUMBAI, INDIA
Idea Creation OGILVY & MATHER MUMBAI, INDIA

Credits

Name Company Position
Rajiv Rao Ogilvy & Mather National Creative Director
Piyush Pandey Ogilvy & Mather Chief Creative Officer
Harshad Rajadhyaksha Ogilvy & Mather Executive Creative Director
Kainaz Karmakar Ogilvy & Mather Executive Creative Director
Geetanjali Jaiswal Ogilvy & Mather Associate Creative Director
Harshik Suraiya Ogilvy & Mather Associate Creative Director
Prem Narayan Ogilvy & Mather Planning Director
Neha Shah Ogilvy & Mather Account Supervisor
Rima Wadhwa Ogilvy & Mather Account Supervisor
Atul Kattukaran First December Director
Ganesh Pareek First December Producer
Shouvik Basu Ten Films Producer
Vinit Bhatt Vinit Bhatt Photography Photographer
Varun Mehta Superkiller Photographer
Prasad Naik Prasad Naik Studio Photographer
Bharat Nayak The Logical Indian Social Media Manager

The Campaign

We thought whose plea to end acid sale would be more compelling than an acid attack survivor’s. Reshma, an acid attack survivor was made the NGO’s spokesperson. She shared beauty tips in a series of beauty vlogs called ‘Beauty Tips by Reshma’. Each vlog ended with a plea to crowd source signatures on a petition addressed to the Prime Minister of India for enforcing the ban on open sale of acid.

Creative Execution

A series of beauty vlogs were launched on YouTube, where an acid attack survivor Reshma shares beauty tips with the world. Each vlog ended with a plea to crowd source signatures on a petition addressed to the Prime Minister of India for enforcing the ban on open sale of acid.

Reshma’s plea instantly triggered a global conversation. In a matter of few days, the campaign received acknowledgement and appreciation from the likes of Reuters, The New York Times, Time, The Wall Street Journal, Daily Mail, Mashable, The Independent, Huffington Post, Public Radio International, BBC, Discovery and many more. Celebrities like Ashton Kutcher, Amy Poehler, Amitabh Bachchan, Sachin Tendulkar; Indian politician and national spokesperson of Bharatiya Janta Party - Sambit Patra; influencers like Sherly Sandberg, Jacqueline Novogratz and many more spoke for the cause on social media. The vlogs have over 1.7 million views and 314,000 signatures from all parts of the world. PR worth USD 17 MM was generated at zero cost. The NGO was encouraged to turn the campaign into a fundraiser. August 31, 2015: End Acid Sale campaign begins. May 23, 2016: Indian States start enforcing the ban.

90% of acid attack victims are women. We knew they would be most empathetic to the cause. The question was how do we reach women online? We sought what do women search online. It wasn’t acid attack. Instead it was ‘Do it yourself Beauty Videos’. Beauty Videos and Acid Attack – it was the perfect contradiction. That’s how Beauty Tips by Reshma, an acid attack survivor became the big idea.

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