| Non-Fiction up to 5 mins | ||||
| Client | Hindustan Unilever Ltd | |||
| Brand | Dove | |||
| Entrant | Mindshare | |||
| Cultural Context | Media is routinely blamed for establishing & promoting beauty stereotypes. In reality, the beauty ideal is seeded as early as the age of 4. In India, the culprit is a Nursery Rhyme—a learning device drilled into the heads of children!Chubby Cheeks, Dimple Chin,Rosy Lips, Teeth Within…This litany sets up and promotes conformity. From this insight was born a powerful campaign idea—#changetherhyme | |||
| Solution | Dove’s call to #changetherhyme thus, juxtaposed a rhythmic chant of the rhyme against visuals of sportswoman and was rendered as a compelling digital video that targeted Dove’s audience of metro-dwelling, affluent women. The campaign was designed to be led by digital. While the main video resided on YouTube, Facebook and twitter played the role of social provocation and sharing. | |||
| Insight | Dove’s call to make beauty more inclusively by re-writing the rhyme required a powerful context to convince audiences. This context was provided by Sports—women in India are often discouraged from pursuing sports seriously because it is believed to make them less attractive. With a number of promising women athletes in the Indian contingent, the Rio Olympics generated the required buzz. | |||
