Advertising for Good
Client Dabur India
Brand Dabur Vatika
Agency Linen Lintas
Brief Dabur Vatika Shampoo needed a platform to connect with today’s women. Brief was to create a campaign where the brand can have conversation and emotional engagement with audience through a relevant and scalable idea. In India a women is considered beautiful only if she has long hair. The objective is to go beyond this superficial beauty aspect and talk about the beauty, which comes from within.
Cultural Context
Film uses an indian cultural practice of putting a black spot on the temple. This is usually done to a newborn, or a newly wed bride. It means a blessing for new life and a mark to recognize beauty. Both are true for our protagonist who is a cancer survivor. The act of her husband of putting black bindi on the temple reassures her that she is beautiful and gives her confidence to face the world.
In the campaign’ Brave & Beautiful’ brand takes a stance for cancer survivors, expressed in a strong statement-
Some people don’t need hair to look beautiful. It changed the public perception of a female cancer Survivor’s bald head, which is shown as a mark of bravery rather than a stigma. Videos of real cancer survivors, a product innovation & an award show to felicitate the survivors, followed.