Viraj Khandhadia’s Post

Dove's latest initiative is a stellar example of marketing with real purpose and impact. I've got to hand it to the Dove team - they're really leading the charge when it comes to challenging outdated beauty standards in India. Remember the days of Fair & Lovely ads that made us question our own complexion? Dove is flipping that narrative on its head with their "mothermonials" concept. Instead of reducing women to just their looks in matrimonial profiles, Dove is empowering them to showcase their full personalities, interests and achievements. How refreshing is that? Through heartwarming stories of real Indian moms, they're sparking important conversations and giving young girls a more inclusive vision of beauty. It really hits home for me. I remember when my parents were trying to arrange a match for me - the endless stream of biodata that reduced me to just my height, weight and complexion. I felt like I was on display, some kind of mannequin for prospective grooms to ogle at. This is the kind of brand purpose and social impact that really resonates with me. Forget the typical influencer endorsements and vanity metrics - Dove is making a tangible difference. Kudos to them for challenging the status quo and paving the way for a more empowered, body-positive future for women in India.

Marketing masterstroke behind the Bold Care ad that took the internet by storm! Here are the key takeaways: 1️⃣ Targeted Demographic: Leveraging the 25-35 age group's love for Indian serials with a creative parody. 2️⃣ Star Power & Surprise: Combining Ranveer Singh's charisma with Johnny Sins' unexpected appearance for viral shock value. 3️⃣ Breaking Taboos: Addressing men's sexual health issues with humor to spark conversations and transcend traditional advertising boundaries. 4️⃣ Viral Success: Achieving unparalleled brand visibility without conventional PR, proving the power of strategic content and casting choices. Watch the whole reel, for a breakdown of how Bold Care's bold strategy not only shattered stereotypes but also skyrocketed their brand awareness.  Follow @brandshark for more groundbreaking marketing insights! #ranveersingh #johnnysins #indiantelevision #serialparody #humorinadvertising #boldcare   #brandsharkinsights #viralmarketing #creativityinmarketing  #breakingtaboos #menshealth #sexualhealth 

🔓𝑯𝒐𝒘 𝒄𝒂𝒏 𝒃𝒓𝒂𝒏𝒅𝒔 𝒖𝒏𝒍𝒐𝒄𝒌 𝒕𝒉𝒆 𝑺𝒄𝒓𝒆𝒆𝒏𝒂𝒈𝒆𝒓𝒔 𝒂.𝒌.𝒂 𝑮𝒆𝒏𝒁? The newest kids on the block - Gen Z - have caught every marketer’s attention. Unsurprisingly, they are extremely different from the generations before them. One can’t categorise them by their geographies, socioeconomic standings, religion or even by their gender. Their behaviours, lifestyles and attitudes transcend it all. How can brands then go about marketing to such a generation? The answer is in 𝑴𝒊𝒏𝒅𝒔𝒉𝒂𝒓𝒆 & 𝒆4𝒎'𝒔 𝑪𝒐𝒏𝒕𝒆𝒏𝒕 𝑴𝒂𝒓𝒌𝒆𝒕𝒊𝒏𝒈 𝑻𝒓𝒆𝒏𝒅𝒔 𝒓𝒆𝒑𝒐𝒓𝒕, 𝒍𝒂𝒖𝒏𝒄𝒉𝒊𝒏𝒈 𝒐𝒏 30𝒕𝒉 𝑨𝒑𝒓𝒊𝒍.  Watch this space to know more!  Mindshare India, Prasanth Kumar, Shashank Srivastava, Annurag Batra, Nawal Ahuja, Amin Lakhani, Ajay Mehta, Vinit Karnik, Ruchi Mathur, Niraj Ruparel, Zubin Tatna, Vipasha Bhuptani, Makarand Nadkarni, Sunny Rangwani, Jugal Kathuria, Ronak Thakkar #ContentMarketingTrends #BrandedContent #BrandedContentIndustry #ContentMarketingReport #MarketingTrends #ContentStrategy #MarketingInsights #MarketingReport #ContentCreation #InfluencerMarketing #DigitalStrategy #ContentTrends #BrandStrategy #ContentDevelopment #MarketingData #MarketingTips

Girls look up to their mothers, especially when it comes to grasping the meaning of beauty. Unconscious biases deeply embedded in them often pass on to their daughters. Dove 's latest campaign re-writes the traditional matrimonial into "mothermonial," highlighting the woman in a mother who was once a "bride wanted." Surprisingly, in recent years ads by the groom's family emphasize girl's education and other attributes, while ads by the bride's family focus more on physical attributes. (came across this insight in Ambi Parameswaran's article on this campaign- a must read! ) Dove's insight emphasizes the need to let mothers instill confidence in today's daughters and tomorrow's mothers. A flawless collaboration with Bennett Coleman & Co. Ltd. (The Times of India) led to excellent execution, showcasing a beautiful campaign handled with care and precision. The media planner in me bows to the team! Mindshare India Ogilvy #Dove #Mothermonial #ConfidenceBuilding #TimesOfIndia

A Bold Move? In an era where capturing fleeting attention spans is a formidable challenge, Bold Care's latest campaign #takeboldcareofher is a huge success. As it permeates every corner of the internet, it's clear that this ad has struck a chord with audiences in a profound manner. With a deft blend of humor and the parody of Indian serials, it fearlessly addresses the societal taboos surrounding sexual wellbeing, all while remaining steadfastly true to the brand's bold ethos, evident in its casting choices as well. Under the direction of Tanmay Bhat, the advertisement transcends the realm of mere marketing to become a captivating narrative that enthralls its viewers. In fact the volume searches for Boldcare was more than Ranveer Singh on Feb 13, 2024. In this way, Bold Care's advertisement set a new path for digital marketing.

"Man, I’m glad I saw that ad today" - said nobody ever! In the bustling marketplace of today, where every brand is striving to be heard, a fundamental question arises: Does your #MarketingStrategy have a soul, or is it merely contributing to the cacophony of the commercial landscape? The 'soul' in #marketing refers to the essence that makes your brand unique, authentic, and meaningful. It's about going beyond the transactional nature of business to forge a genuine connection with your audience. This soulful approach hinges on understanding and reflecting the values, aspirations, and needs of your target market, creating a narrative that aligns with their beliefs and lifestyle completely opposite to receiving 1000 calls from telebankers to get a credit card or open a bank account or take a loan. From renting a mattress to make a little extra cash to becoming a billion-dollar company a decade later, Airbnb’s purposeful marketing strategy and the campaign #BelongAnywhere is the perfect example of soulful marketing. The campaign focuses on the experiences and connections that travelers can have, turning the concept of staying in a stranger's home into a #personalized and soulful travel experience. Another brilliant example is #ArielIndia’s #ShareTheLoad campaign which addressed gender inequality in household chores. The campaign, through a series of touching ads, highlighted the disproportionate burden of housework on women and urged men to participate equally which sparked a nationwide conversation about gender roles, earning widespread acclaim and strengthening Ariel's image as a progressive, socially responsible brand. Soulful marketing can lead to deeper brand loyalty, enhanced brand perception, and an emotional investment from consumers. It turns customers into brand advocates and helps your brand stand out in a saturated market. Moreover, it contributes to long-term brand sustainability and relevance. In the end, the question isn't just about the immediate effectiveness of your marketing strategy. It's about whether your strategy can stand the test of time and continue to resonate with your audience. Does it have the soul that inspires and connects, or is it just noise adding to the clutter?

Dove India's "Stop The Beauty Test" campaign is a powerful initiative aimed at challenging deeply ingrained beauty stereotypes in Indian society. The campaign sheds light on the societal pressures and unrealistic expectations placed on women to conform to narrow beauty standards, often leading to emotional and psychological distress. Through a series of poignant and relatable narratives, Dove showcases real stories of women who have faced judgment and scrutiny based on their appearance. The marketing strategy behind this campaign leverages Dove's long-standing commitment to promoting body positivity and self-acceptance. By engaging with influencers, leveraging social media platforms, and creating emotionally resonant content, Dove successfully sparks conversations around beauty standards, encouraging women to embrace their unique beauty and reject societal pressures. The campaign also includes collaborations with experts and psychologists to provide resources for building self-esteem, further reinforcing Dove's mission to redefine beauty norms and foster a culture of inclusivity and empowerment.

🌟 Celebrating Authenticity in Matrimonial Ads: The 'Mothermonials' Initiative 🌟 On July 28th, a refreshing twist on traditional matrimonial ads emerged with the launch of the 'Mothermonials' initiative. This innovative approach goes beyond the usual descriptors of "fair," "tall," and "ideal weight" to celebrate brides for their authentic selves. Instead of the usual metrics, 'Mothermonials' highlight unique qualities like: “Do you thrive on spontaneity and excel at spreadsheets? A daydreaming perfectionist who gardens like a boss and games with joy.” This heartwarming initiative is sparking a wave of inspiring stories and shifting the narrative towards celebrating genuine individuality. For more details, check out today's Times of India paper. #Innovation #Authenticity #MatrimonialAds #Mothermonials #CelebratingYou

#Ariel's 'Share The Load' campaign strikes a chord with its portrayal of evolving gender roles in households. Experts share insights on its profound impact on societal perceptions and brand affinity. Swipe to read on! https://lnkd.in/gv6FZc_S Story by: Shreyas Kulkarni #advertising | #marketing | #campaign | #adcampaign | #ShareTheLoad | #brandbuilding | Procter & Gamble | Mukta Maheshwari | Paul Josy | BBDO India

Day 6 of Unsuni Influencer Tales: Breaking the Silence on PCOS with Oziva In India, #PCOS (Polycystic Ovary Syndrome) is a condition that affects 1 in 5 women, yet 70% of them remain undiagnosed, battling various issues like #skin, #hair, weight, and hormonal imbalances, often in silence due to societal taboos around infertility. This was the harsh reality that OZiva sought to change. As a leading clean, #plantbasednutrition brand, Oziva knew the importance of not just providing nutritional solutions but also sparking essential conversations. In collaboration with Influencer.in, the #MyPCOSStory campaign was born. The campaign’s objective was to encourage women to talk openly about PCOS, share their stories, and empower one another. We partnered with #13influencers from diverse backgrounds—#fashion, #beauty, #fitness—to drive this message home. These #influencers, along with Bollywood actress #ShrutiHasan, took on the challenge of spreading awareness about PCOS and urging other women to join the conversation. The campaign wasn’t just about managing a health condition—it was about changing mindsets and breaking social taboos. The results? Over 4.5 lakh reach, 3.8 lakh views, and thousands of actions taken. This campaign proved that when we create spaces for open dialogue, we empower individuals to take control of their health and well-being. #Staytuned for the final story in this series, where we wrap up #UnsuniInfluencerTales with a powerful message on the impact of authentic storytelling. #UnsuniInfluencerTales #InfluencerMarketing #PCOSAwareness #Oziva #MyPCOSStory