Femina has recently launched a new brand campaign – ‘Believe’. This comes after their highly successful ‘Women of Substance’ and ‘Generation W’ campaigns. ‘Believe’, which is the current tagline, is captured through a powerful print and film campaign, and acknowledges that for today’s Indian woman, the battle is all in her mind.
“If she believes she can, then she will achieve”. The campaign inspires readers to hitherto-unexplored heights by featuring strong, beautiful women who have forayed onto paths thought ‘unsuitable’ and who have made indelible marks in them by succeeding in achieving their dreams.
Elaborating on the earlier themes and the new one, Shashi Venkatraman-Halve, COO, Worldwide Media (WWM), said, “In the ‘80s as India opened its doors to the world, so did the Indian woman. As she compared herself and her life to that of her counterparts in other parts of the world, Indian society and Femina celebrated her core Indianness combined with her new international outlook with the theme “woman of substance”. In the ‘90s, women had come much more into their own and were exploring and expressing themselves as never before or Generation ‘W’ as Femina called them. The 21st Century sees women leveraging their own beliefs and strengths to achieve their aspirations, and often times in areas not typical to them. This is the next generation who believe they can achieve anything, that nothing is impossible…just so long as they themselves believe.”
“In our research amongst women we kept coming up with the theme that whenever a woman tries or attempts to do anything ‘different, unconventional, not womanly, etc’, the first response from those around her, is ‘No, that is not for you.’ This happens in situations from the most mundane to the most exotic like wanting to fly light aircraft! Yet, we saw that for those who had dared, there was success. And the only thing that differentiated these women from others was their self-belief, that they could do it, attempt what they wanted and achieve what they wanted. So, this is a progression in the mindset of Indian women… the strength is from within and not born through sanctions from society,” she added.
Thus, ‘Believe’ is a meta-concept, based on one of the seven universal metaphors that can cut across cultures, ethnicities, demographics. In fact the campaign celebrates women who have broken societal norms and have been successful. The journey, too, is as meaningful as the end.
Halve added, “This insight blends beautifully into the essence of Femina and it formed the cornerstone of our communication strategy. Wrapping our brand around such a concept establishes an immediate higher-order connect with the consumer.”
This thematic ad has been created by Enterprise Nexus and will last at least a few years until the next inflection point in the growth of the magazine’s audience, the Indian woman. WWM may interpret this theme using other women and other areas of achievement refreshing it with more stories and executions. However, the core proposition will remain intact.
The magazine will be supported via events such as the Femina Dialogues, or Clothes & Bridal events, the Femina Cover Girl, The Femina circle of success, etc. The current set of one TVC and three print executions will take Femina through the financial year and new faces will refresh the ad next year, retaining the core theme of ‘Believe’. The earlier two ads lasted for about four years with the Generation W theme.
The campaign has broken all India in print and TV and in 14 towns in the cinema halls and multiplexes. On the marketing spends and the outdoor executes, Halve said, “It is a significant marketing effort but for obvious reasons, I cannot share the numbers with you. We will also have outdoor shortly. For now we do not have a radio spot but we will do this a little later with a small ‘twist’.”