Kyoorius Advertising Awards
Public Service Announcements
KYOORIUS ADVERTISING AWARDS - Public Service Announcements (Integrated Campaign)
Client: Hindustan Unilever Ltd
Baby Blue Elephant
|Hindustan Unilever Ltd
|In India, beauty is sold in a marketplace called marriage.
In a country of 631 million women it is shocking that from the time a girl child is born, she is constantly looked at through the marriage lens.
So when she gets to marriageable age, the beauty pressure mounts,
As most young women go through 'the marriage beauty test'
The groom accompanied by his family comes over to 'check out' the bride. Does she have a marriageable face. A marriageable body? Does she meet the beauty standards which scream out loud across matrimonial ad pages. Slim, fair, tall? If not, she gets rejected. Her self-esteem diminishing with each rejection.
90 percent of single women in India feel they are rejected on the basis of their looks. At Dove we questioned how can something as beautiful as finding your life partner turn so ugly. And so our campaign #StopTheBeautyTest
The launch campaign reached out to 81% of the TG through TV, print & social in 10 languages, impacting a reach of 32 million women in one day.
It was featured news media like The Economic Times, The Times of India, ET Brand Equity, CNBC TV 18 etc.
Real-life ‘rejected brides’ were put on the cover of leading magazines Femina & Grazia.
Content partnership with digital platform ‘She The People’ got 1.6 million organic views.
‘Humans of Bombay’ ran a snowball campaign leading up to Women’s Day reaching 7 million.
Contextual messaging on the biggest matrimonial platform – Shaadi.com delivered 10 million impressions.
We released press ads to influence users of Times Matrimonial. We re-wrote their matrimonials ads without any mention of beauty biases.
India’s No 1 tennis player, Sania Mirza, shared our content with her personal story. This was followed by other influencers across platforms resulting in 2 million organic views in 1 day.
All in all, 192.7 years of content consumed and still counting.
(See full film with Eng subtitles:
|Chrome Pictures Media LLP
|Kainaz Karmakar, Harshad Rajadhyaksha
|Zenobia Pithawalla, Mihir Chanchani
|Rishabh Thapar, Yankee Chhabra
|Akshay Ordiya, Subhrajit Guin
|Kirti Vivekanand Marathe, Arthi Sivakumar
|Hephzibah Pathak, VR Rajesh
|Prem Narayan, Abigail Dias
|Walter Noronha, Dharal Goshalia
|Sanam Chowdhry, Freea Bhikhaji