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

The First List

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:	International Women’s Day - a day when brands find ways to plug themselves into women-related conversations and send empowering messages under the guise of female celebration. What could a bra brand like Van Heusen Intimates say on a day like this, knowing fully well that women are happier without their product? Unabashedly owning this truth with a print ad in the country’s leading newspapers, the brand not only spoke about the relief that women feel on unhooking their bras after a long, tiring day but also promised to make their bras as comfortable as not wearing one. The discomfort caused by a bra on a woman’s body was authentically depicted by crumples and creases on the paper while the unhooked part portrayed the relief women feel on chucking them away. While the ad increased the brand’s social reach by 41.5%, profile visits by 186%, followers by 625%, and social engagement by 149%, what made it truly successful was the love it received from women all over the internet. Amidst the clutter of patronizing Women’s Day messages, women finally found a conversation they could relate to. Lastly, despite putting the product on the backseat, the brand’s 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