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Femina: Now, bolder, better, ‘Unstoppable’

Armed with a new look and an engaging campaign conceptualised by DDB Mudra West, Femina hopes to attract the young, digitally-savvy women

Femina: Now, bolder, better, ‘Unstoppable’

Armed with a new look and an engaging campaign conceptualised by DDB Mudra West, Femina hopes to attract the young, digitally-savvy women

BestMediaInfo Bureau | Mumbai | August 6, 2014

Femina-Outdoor Click on the image to enlarge.

The younger lot may wonder, but a lot of us have grown up reading or seeing our mothers and aunts reading Femina. It was the epitome of cool when it launched five decades ago and kept up with the trend all through. But Femina's decision to relaunch with a new positioning was also a deserving step. While the first cover of the new magazine created some ripples, DDB Mudra West launched a campaign to make the change prominent.

Femina's target audience has always been the woman of today. The task at hand for DDB was to announce the new positioning of the popular magazine and engage with today’s women. The challenge for Femina was to find a way to influence behaviour and drive engagement with the digitally savvy lot. The first cover and the new magazine celebrate the bold, optimistic woman, one who doesn't let others dictate her life or decide what is good for her.

The relaunched Femina carries the tagline ‘Be Unstoppable’, which exemplifies the exact sort of women Femina wishes to target.

“Over the last five decades, Femina itself has been unstoppable. It has always been progressive, always championed the modern Indian woman, always inspired her to achieve more and celebrated her successes. Femina has succeeded and grown in stature because it has continuously changed itself and stayed relevant to its readers. In a sense, Femina epitomises the journey of the modern Indian woman in the last five decades. Our new tagline, Be Unstoppable, captures Femina's belief that modern Indian women have the confidence today to live their life on their terms and achieve more,” said Tarun Rai, CEO, Worldwide Media.

The first issue ‘My Body, My Rules’ exemplifies the brand’s positioning, saluting women who've chosen to go beyond conventions and refused to be boxed into someone else's definition of perfection. Using a striking visual of Huma Qureshi juxtaposed with the ideal body form of a mannequin, the issue makes a powerful point about body image. The campaign encourages women to embrace their body's perfections and imperfections alike. Using innovative hashtags, contests, celebrity stories and engagement on social media, the campaign aims to reach out to the modern woman.

Venkatagiri Rao, Former ECD, DDB Mudra West, explained, “For a traditional medium to remain relevant, and to engage with the millennial woman, a traditional campaign just wouldn’t do. We had to think of ways to make the brand and the magazine a part of their always-on digital lifestyle. The tagline was the easiest part. So, rather than a one-off campaign, we decided to gatecrash their digital lives through the year. With special issues led by provocative topics and covers, and accompanying activations that give the readers something to participate in, protest about, play with and pass on. All held together by the tagline ‘Be Unstoppable’. This burst is hopefully the first of many steps.”

Going forward, Femina will also be playing up the brand thought of 'Be Unstoppable' through a thematic campaign across print and digital medium, as well as B2B platforms.

Tanya Chaitanya, Editor, Femina, said, “‘Stop wearing that dress, it's too short.' 'Stop going out so late at night, it's unsafe outside.' 'Stop eating that carb-laden pasta, it will make you fat.' How many times have we been stopped in our tracks from doing what we wanted? Every minute, I'd say. Yet, as Indian women, we have gone forward and changed things around for ourselves, determined to the core. The world can pull us back as much as it wants, but we intend to push back, stay ahead and kiss the sky. Ergo, Femina's new tagline ‘Be Unstoppable’.”

Print AD:

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Femina-AD-2 Click on the image to enlarge.
Femina-AD-3 Click on the image to enlarge.


Client: Femina

Creative Agency: DDB Mudra West

Account Planning: Amit Kekre, Mehak Jaini, Neha Damle

Account Management: Anurag Tandon,. Sandhya Seshadri, Sarita Sequeira

Creative: Venkatagiri Rao, Karunasagar Shridharan, Preeti Verma, Diya Sarker, Janani Ganesh

Digital Execution Partner: Foxymoron

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