MARICO

Challenge

Women across the globe have always been judged by their outer-appearance and in India the situation is even worse. Nihar wanted to go beyond functional product promises and attempt to break stereotypes with the thought that ‘Beauty should not define capability’.

Solution/Execution

We found that most women look up to inspiring on-screen personas of famous stars, and in our target market of West Bengal in India, music is deeply rooted in culture and evokes strong emotions. We combined these powerful insights and created an inspiring music video featuring Vidya Balan. At the end of the video, we asked women to call a toll-free number and share how they’ve already broken stereotypes to inspire others. This video was promoted and shared by people all across the internet on YouTube, Facebook and online publications.

RESULTS

• Over 50000 callers in just 10 days
• The 'Brand I trust' score moved up by 5%
• The 'Brand that understands my needs' score moved up by 4%
• The 'Brand that I can use regularly' score moved up by 10%
• Brand offtakes grew by 7%