Conceptualized by L&K Saatchi & Saatchi, the campaign is a comment on the frenetic pace of daily life due to which women get very little time for themselves
BestMediaInfo Bureau | Mumbai | November 2, 2015
L&K Saatchi & Saatchi has conceptualized a 360-degree campaign for Dabur Fem for the upcoming festive season. Keeping in mind the current frenetic pace of daily life and the fact that women get very little time for themselves, the new campaign treats women with a surprise makeover and enhance their glow in just 15 minutes.
Two prominent occasions like Karwa Chauth for the North and West and Durga Puja for the East were identified for this campaign.
On ground, Fem tied up with beauty salons in East, West and North India to give free instant makeovers to women during the festival season. Various mediums are being used to promote this campaign like TVC, digital films, web banners, radio, outdoor and retail POSM and a strong on-ground activation at beauty parlours and malls.
The campaign comes to life with two digital films which have already garnered more than 70,000 views on various social media sites and have created excitement with thousands of likes and shares in the first two days of activity initiation.
The Karwa Chauth film is a story of an entrepreneur and chef, who ironically spends Karwa Chauth busy cooking for people but is fasting herself. A double surprise awaits her from her loving husband that leaves her teary eyed – he gifts her a surprise Fem Get Set Glow makeover and fasts for her as well.
Commenting on the campaign, Akshay Kapoor, Group Product Manager, Dabur India, said, “Gone are the days when women used to think and plan before attending all occasions. Today, most plans are made on the spur of the moment – ‘in a jiffy’. There is a growing need amongst women who want ‘to get party ready in quick time’. Fem leveraged its strength to provide ‘instant glow’ through this exciting 360-degree campaign. Thus, in partnership with our creative Agency L&K Saatchi & Saatchi, we decided to delight our consumers with Fem Get Set Glow Makeovers this festive season.”
Varun Katyal, Senior Creative Director, L&K Saatchi & Saatchi, said, “We came from a very strong insight. The challenge really was to weave some really engaging stories with it. To make each story more endearing, we thought of plots that already had inherent ironies built into them. She’s got no time to groom herself; she’s busy cooking for others, when she herself is fasting for Karva Chauth.”
Shalini Singh, Senior Creative Director, L&K Saatchi & Saatchi, said, “The attempt was to make the stories as real as possible to strike a chord with our target audience. That is why the documentary way of storytelling as if the viewer is living each moment with the protagonist, and thereby building empathy.”
The TVCs:Karwa chauth: [youtube]https://www.youtube.com/watch?v=jKejXbsG7nY[/youtube] Durga Puja: [youtube]https://www.youtube.com/watch?v=wRh1ac2Po-s[/youtube]
Creative agency: L&K Saatchi & Saatchi, Delhi
Chief Creative Officer: Vivek Rao
Creative directors: Shalini Singh, Varun Katyal
Copy: Jugeeta Pegu, Varun Katyal
Client Servicing: Sanjeev Gauba (Branch Head), Naman Vardhan, Sharmishtha Maitra, Drishti Ganguly
Films head: Vijay Vigamal
Production House: Inglorious Films
Director (film): Norton Menezis