Title | BE UNSTOPPABLE #WITHALITTLEHELP FROM GOOGLE |
Brand | GOOGLE INDIA |
Product / Service | GOOGLE SEARCH |
Category | F03. Single-market Campaign |
Entrant | TOASTER Singapore, SINGAPORE |
Idea Creation | TOASTER Singapore, SINGAPORE |
Media Placement | ESSENCE Gurgaon, INDIA |
Production | TOASTER Singapore, SINGAPORE |
Post Production | TOASTER Singapore, SINGAPORE |
Name | Company | Position |
---|---|---|
Vinod Savio | Toaster | Executive Creative Director |
Udara Withana | Toaster | Head of Strategy, APAC |
Marco Rotoli | Toaster | Design Director |
Karn Singh | Toaster | Creative Director |
Alvaro Bruch | Toaster | Associate Creative Director |
Manisha Sharma | Toaster | Creative Group Head |
Vincent Tanara | Toaster | Designer |
Farhan Haniff | Toaster | Junior Art Director |
Mujib Jamin | Toaster | Senior Motion Graphics Designer |
Cho Zan Aung | Toaster | Multimedia Designer |
Bhawika Chhabra | Toaster | Head of Account Management |
Bhawna Vohra | Toaster | Senior Producer |
Chiranjeev Prasad | Toaster | Producer |
Samit Malkani | Head of Brand Marketing, SEA & India | |
Umma Saini | Brand & Creative Lead, Marketing | |
Sakshi Chopra | Product Marketing Manager |
User-generated stories of unsung female athletes were strung with personal Google queries and a hit song, Apna Time Aayega (Our Time Will Come). An apt twist: male vocals resung by a female YouTube Creator, making it a clarion call for women & girls across India to embrace their true sporting prowess.
Google wanted to be one of the world’s most helpful brands and the brief was to identify a cause that can help create an inclusive marketing strategy and lead to an impactful conversation that resonates across India. Hence, we had to create a purpose-led campaign that also shows the meaningful and helpful role that Search, Maps and other products play, reminding audiences of Google’s product magic. Majority of females in India are not encouraged to pursue individual dreams, let alone sports. Female athletes are missing in the media, hence girls lack role models. To spark change in this thinking, we tapped into emotionally resonant stories that challenge societal norms and reshape society to be more appreciative of everyone’s pursuits, irrespective of gender, age and traditional expectations.