KYOORIUS ADVERTISING AWARDS - Public Service Announcements (Integrated Campaign)

Dove #StopTheBeautyTest - Hindustan Unilever Ltd - Dove JPG
Dove #StopTheBeautyTest - Hindustan Unilever Ltd - Dove MP4 2m:05s

Dove #StopTheBeautyTest - Dove
Client: Hindustan Unilever Ltd
Entrant: Ogilvy India

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Dove #StopTheBeautyTest - Dove - Hindustan Unilever Ltd

Baby Blue Elephant

Entry Title: Dove #StopTheBeautyTest
Brand: Dove
Client: Hindustan Unilever Ltd
Description: 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:
https://www.youtube.com/watch?v=jEpTa2cMl_I)
Company Credits: Ogilvy India
Company Credits: Mindshare India
Company Credits: MSL India
Company Credits: Chrome Pictures Media LLP
Individual Credits: Kainaz Karmakar, Harshad Rajadhyaksha
Individual Credits: Sukesh Nayak
Individual Credits: Zenobia Pithawalla, Mihir Chanchani
Individual Credits: Vishal Rajpurkar
Individual Credits: Rishabh Thapar, Yankee Chhabra
Individual Credits: Akshay Ordiya, Subhrajit Guin
Individual Credits: Kirti Vivekanand Marathe, Arthi Sivakumar
Individual Credits: Hephzibah Pathak, VR Rajesh
Individual Credits: Prem Narayan, Abigail Dias
Individual Credits: Walter Noronha, Dharal Goshalia
Individual Credits: Sanam Chowdhry, Freea Bhikhaji