Brand: Fair & Lovely India (Name changed to 'Glow & Lovely', HindustanUnilever)
Brief: To inspire women in rural (Rurban) India to take the first step towards empowerment through Fair and lovely. Penetration of FAL & FAL Foundation in the rural/rurban market.
Women ages 18-45yrs. LSM 1-3.
Idea: How can we make a difference? As a brand that is synonymous with beauty and confidence, we can be a catalyst of change in the passive role of woman in these areas, by encouraging and empowering them to act for themselves and for others. Our solution?
A content platform that provides information and inspiration exclusively for women - Using storytelling as the mode of communication.
Therefore, we created a helpline for women to call into and listen in on inspirational stories of women at a national and local accessible level; along with grooming and beauty hacks to help her feel confident through it all.
Fair & Lovely Mere Andaaz Mein Hain Kuch Khaas.
"Main Pragati, karungi aapse aapki pragati ki baat. Ab Mobile pe bhi."
With these everyday stories we intended to gain their trust by being their confidante, someone who understood them. Be part of their daily lives by engaging in this conversation frequently. Inspire, empower and instill confidence to take the first step towards change by providing them with necessary information and tools to equip them to take the first step. And engage them with content that is relatable and relevant through the stories.
We tied up with a familiar radio host 'Pragati' to be the voice of the helpline in order to execute the 'sisterhood' feeling and build trust amongst our audience.
We also created a radio leg to the campaign that allowed us to reach out to the dominant male listeners. These men were either husbands, fathers or brothers to our audience. The platform was Kan Khajura station where Men are the ultimate decision makers Using KKT, we wanted to attempt to change their value system and beliefs to bridge the gap of gender inequality. This was also done through deploying local stories of women's success stories that aided in increasing the respect of their male household members, instead of diminishing it as it would be believed by the male sect of society.
What's in it for Fair & Lovely?
1. Platform for our audience
to dream and aspire
2. Penetration in rural areas
and create help first contact with its users
3. Establish credibility and brand consideration
Fair & Lovely Mere Andaaz Mein Hain Kuch Khaas.
"Main Pragati, karungi aapse aapki pragati ki baat. Ab Mobile pe bhi."
RADIO AD - Kan Khajura Station. Jingle about helpline.
HELPLINE AUDIO FILES:
001 ASKING WHETHER LISTENER IS MALE OR FEMALE OPTION 2
001 CHOOSING A BUCKET PROMPT- SUNO SAHELI.mp3
002 FEMALE AKNOWLEGEMENT
002 NO INPUT_ WRONG INPUT PROMPT
003 CHOOSING A BUCKET PROMPT- INTRO TO THE SECOND STORY OF THE DAY
004 FOR REPEAT CALLERS PROMPT 1
004 MALE END NOTE OPTION WITH MUSIC 15 SEC
005 FOR REPEAT CALLERS PROMPT 2
005 THANKU END NOTE
006 FOR REPEAT CALLERS PROMPT 3
006 THANKU END NOTE 2
INSPIRATIONAL STORIES 'KAHAANI'
Powerful stories of women with national fame to inspire them to take a step towards their own progress:
INSPIRATIONAL STORY 1 PV SINDHU
INSPIRATIONAL STORY 2 SHWETA TIWARI
INSPIRATIONAL STORY 3 ARUNIMA SINHA
INSPIRATIONAL STORY 4 RUNA BANERJEE
KKT AD AND SINGING 42 SEC
INSPIRATIONAL STORIES 'KAHAANI'
Powerful stories of local women like the women dialling into the helpline to inspire them to take a step towards their own progress:
LOCAL STORY 1 HISAB KITAB WITH PRAGATI PART OF THE STORY 81 SEC
LOCAL STORY 1 HISAB KITAB WITHOUT PRAGATI PART OF THE STORY 72 SEC
LOCAL STORY 2 POLICE OFFICER WITH PRAGATI PART OF THE STORY 85 SEC
LOCAL STORY 2 POLICE OFFICER WITHOUT PRAGATI PART OF THE STORY 85 SEC
LOCAL STORY 3 ENTREPRENEUR CHIKANKARI WITH PRAGATI PART OF THE STORY 86 SEC
LOCAL STORY 3 ENTREPRENEUR CHIKANKARI WITHOUT PRAGATI PART OF THE STORY 86 SEC
LOCAL STORY 4 RAILWAY WITH PRAGATI PART OF THE STORY 86 SEC OPTION 2
LOCAL STORY 4 RAILWAY WITHOUT PRAGATI PART OF THE STORY 86 SEC OPTION 2
EVERYDAY BEAUTY & GROOMING HACKS 'NUSKHE':
NUSKHE NO 1 NAIL POLISH STORY NO BRANDING 62 SEC
NUSKHE NO 1 NAIL POLISH STORY NO BRANDING REVISED 58 SEC
NUSKHE NO 2 CHULLE KI BHATTI (Stove heat) REVISED STORY WITH BRANDING 58 SEC
NUSKHE NO 2 CHULLE KI BHATTI (Stove heat) STORY WITH BRANDING 63 SEC
NUSKHE NO 3 BINDI STORY REVSIED WITH BRANDING 58 SEC
NUSKHE NO 3 BINDI STORY WITH BRANDING 63 SEC
NUSKHE NO 4 KAJAL NUSKA REVISED STORY NO BRANDING 58 SEC
NUSKHE NO 4 KAJAL NUSKA STORY NO BRANDING 63 SEC
