Advertising
Press

NOT A Bra Ad
Brand: Van Heusen Intimates (Aditya Birla Fashion and Retail Ltd)
Client: Van Heusen Intimates (Aditya Birla Fashion and Retail Ltd)
Entrant: Punt Creative

Baby Blue Elephant

Entry Title:	NOT A Bra Ad
Brand:	Van Heusen Intimates (Aditya Birla Fashion and Retail Ltd)
Client:	Van Heusen Intimates (Aditya Birla Fashion and Retail Ltd)
Entrant Company:	Punt Creative
Description:	Every International Women’s Day, brands look for a way to plug themselves into women-related conversations under the guise of female celebration. So how can a bra brand, who knows that women are happier without their product, have an honest conversation? For its 2024 Women’s Day campaign, Van Heusen Intimates loudly embraced this truth with a print ad in India’s leading newspapers. They openly acknowledged that a truly "Happy" Women’s Day begins when women unhook their bras at the end of the day. Thoughtfully leveraging the medium, the discomfort caused by bras was shown by crinkling and creasing the paper while an unhooked bra depicted relief. While the brand’s social reach expanded by 41.5%, profile visits rose by 186%, followers grew by 625%, and social engagement increased by 149%, what made the ad truly successful was how it resonated with countless women. Publications like Mad Over Marketing and Afaqs featured it amongst the best Women’s Day campaigns. In all of this, the real win was having a conversation women could finally relate to amidst the clutter of patronizing Women’s Day messages. Lastly, despite putting the product on the backseat, sales surged by 22%.
Individual Credits:	Deepali Hirwani
Individual Credits:	Drishti Chikkal
Individual Credits:	Juhi Mongia
Individual Credits:	Mahek Arora
Individual Credits:	Mahima Goel
Individual Credits:	Rohan Naterwalla
Individual Credits:	Saili Palyekar
Individual Credits:	Sandhra Tony
Individual Credits:	Supriya Jain
Individual Credits:	Viraj Ghodgaonkar