Use of Music for Film Advertising
Client Hindustan Unilever Ltd
Brand Dove
Entrant Mindshare
Brief The definition of the ideal beauty is a narrow stereotype within each culture. Dove as a brand seeks to broaden the definition of beauty, celebrate beauty diversity, and “inspire women to feel good about themselves” through its platform “Real Beauty”. Our objective thus, was to communicate this creatively in the Indian context and move scores on the key image parameter.
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.