Liqvd Asia, the digital full-service agency, has collaborated with personal care brand Vega to break social constructs and appeal to every free-spirited individual—including Millennials and the Gen-Z audience—with its #BeGenFree campaign.
The new call to action encourages every man and woman to celebrate his or her uniqueness with its line of grooming and styling products. #BeGenFree aims to create a sense of community where fun-loving individuals can live life confidently on their own terms.
The new messaging caters to consumers who want to break free from the stereotypes and adapt every progressive attribute of all the generations in their way of being, especially in their lifestyle choices.
“We did not want to pigeonhole Vega’s audience with labels that already exist. This led to the creation of #BeGenFree, a term that creates a wider appeal for Vega. It is a diverse community that unites all such social groups under one roof,” said Anish Varghese, Chief Creative Officer, Liqvd Asia.
Vega offers a wide range of innovative personal care products that range from hair dryers, stylers, and trimmers from head-to-toe beauty care essentials for both the genders.
The #BeGenFree campaign is a call to men and women to be free and confident, to use their styling products in their own unique way at home. This resonates with its philosophy of being light-hearted, yet bold and progressive, also emerging from the recent brand makeover it has gone through in the form of the new brand logo and visual identity.
“After the success of our last award-winning campaign ‘Flaunt your befikar’ we thought we'd step it up by introducing a digital campaign that encourages self-assurance, celebrates individuality, and fosters a sense of community within a free society. We are adopting a ‘self-focus’ position as a brand, which gave rise to the hashtag #BeGenFree. It gives both men and women the freedom to express themselves. Our target audience will connect with our elevated line of communication, thanks to Team Liqvd Asia,” said Eiti Singhal, Chief Marketing Officer, Vega.