Background

Background: With over 44 years of experience and a presence in over 80+ outlets across Pakistan, Bonanza Satrangi is known for ready-made winter wear particularly knits for men, women, and children. However, looking at the market potential and emerging competition amongst clothing brands for women, Bonanza ventured into creating its exclusive women’s clothing line Satrangi in 2012. Today Bonanza Satrangi is in the Top 10 apparel brands of Pakistan. Brief & Objectives: The foremost objective of the campaign was to reach out to a sizeable audience of around 5.0mn through this women’s day initiative, to communicate the message to urban women living in the top 10 cities of Pakistan. This is where 85% of Bonanza Satrangi outlets are and contributes 70% of the total Satrangi clothing line sales. Being a women-centric brand Satrangi, celebrating Women’s day was found to be the perfect fit for the brand.

Describe the cultural / social / political climate in your region and the significance of your campaign within this context

Socio-Economic Realities faced by Women in Pakistan: Women constitute 49% of Pakistan’s population, while only 24% are in the workforce. But with the growing gender gap in workplaces and to achieve equal rights, women in Pakistan are wrapped in many layers of discrimination. They feel the need to prove themselves daily, regardless of their profession, to get validation for creating the right balance between their responsibility at work and their passion in life. Challenge: Pakistani's are oversensitive towards social campaigns that are targeted towards women empowerment, keeping it brand-safe was the biggest challenge. However, in the midst of chaos, the real issues remain unheard i.e. women being marginalized to stay home – stay limited, due to societal pressures.

Describe the creative idea

To undo social regression in a marginalized society she has to prove herself every day to get acceptance both at the workplace and at home. But the reality is that women are known to be skilled, multi-taskers, and bona fide experts. Whether she is taking care of a gazillion chores at home or tackling the varied agendas at work, women have been donning and doffing their multi-hued hats with flair. Audience Insight: “she is expected to prove herself to everyone, every single day to get validation.” Creative Idea: Validation Within, Creative Expression: “I Am Satrangi”, (The idea stemmed from the brand name Satrangi, which means multi-color in the Urdu Language.) I Am Satrangi Campaign was based on the insight that women have to prove themselves to everyone every single day to get validation, for creating the right balance between their passion and life.

Describe the strategy

To execute the campaign, 5 female influencers from different professions were taken on board who are breaking barriers to balance their role of home alongside their passion in life. Areeba Siddiqui, an Artist & creative illustrator, Eman Khan, a young female kickboxer, Xenith Irfan, Pakistan’s first female motorcyclist, Chef Zarnak Sidhwa, a famous culinary expert and Maliha Rahman, a fashion journalist. This campaign was also executed on a brand’s owned assets, Facebook and Instagram to engage their active community and reach organically to a sizeable audience.

Describe the execution

The idea was conveyed to the audience with one glimpse of an eye while scrolling through social media feeds. Especially, on Women’s day, when the clutter of content by other campaigns is dense, our message went viral by the use of powerful imagery of women with two different attires representing passion and mundane. A photoshoot was done capturing them in their professional attire as well as in Bonanza Satrangi’s apparel

Describe the results / impact

The campaign reached a 9.9 million (duplicated reach) target audience in just 3 days. The campaign organically reached to 5.6mn targeted audience and garnered 45k engagements and 100% positive sentiment through owned platforms and a paid reach of 0.3million and 13 thousand engagement through influencers paid partnerships. It also managed to earn organic online PR with an approximate reach of 3.9mn