Beauty, like fashion, has a funny way of going round in circles. What was considered beautiful yesterday is no more a social preference today, but will definitely be one tomorrow. While curvaceous was the buzzword a few years back, the 90s started appreciating beauty that was delicate and petite. Pitifully, it has made anorexia a fashion statement. The need of the hour was to debunk unhealthy beauty myths like thin is in, grey hair is passé and wrinkles make you look ugly.
Enter the Dove Campaign for Real Beauty, a global effort started with the mission to emphasise on natural beauty.
In May this year, Hungama and Dove tied up to create local campaign sites for the Campaign for Real Beauty that aimed to serve as a platform for the voice of Asian women in 11 countries across South East Asia.
Working as per US guidelines, Hungama interacted with Unilever brand managers across South East Asia for creation of the sites, which deal with the idea of challenging the narrow definition of beauty and serve to encourage women to feel good and confident.
Speaking about her experience with the project, Nuchana Adithiphyangkul, Regional Brand Support Manager, Dove Skin, SEA, said, “The websites have given Dove the opportunity to reach a vast number of people and provoked them to thinking about the fact that everyone has their own beauty and should be confident in their own identity. The online activity acts as the recap of how beauty was perceived over the years in local markets the world over and how today the term comes to mean so much more than just a pretty face. It reflects the voices from every woman who looks forward to the evolution of the beauty stereotype.”
The websites have taken Dove’s Campaign for Real Beauty to a different level of consumer interaction altogether. The websites, with sections on polls and quizzes on real beauty, have been designed to act as a media platform for exchange of views and topics of discussion.
The sites allow users to give their opinion about real beauty by posting their thoughts on the site. The sites, therefore, serve as an intrinsic part of Dove’s local brand activation to drive awareness and build on consumer’s engagement to the campaign. The websites were a huge success throughout the South East Asian continent with the Thailand website (the first such website to go live on July 5, 2005) recording over 100,000 opinions in a single day.
Neeraj Roy, CEO and MD, Hungama, said, “This campaign makes women feel more beautiful by challenging today’s stereotypical view of beauty as it breaks the conventional definition of beauty by projecting that real beauty comes in many shapes, sizes and ages.”
In addition to the campaign sites, Hungama coordinated with billboard and mobile agencies in Japan to devise an innovative billboard campaign, wherein the current tick box poll results of the web and mobile would be displayed live on the Dove billboard in Tokyo and Osaka.
Adithiphyangkul added, “We had very little time to launch the campaign in the 10 Asian countries, and we were able to achieve that deadline, partly because of the huge effort from the Hungama team, which makes me believe that together we can make Dove fly.”
Phase 1 of all nation-specific sites in South East Asia, as part of Dove’s Campaign for Real Beauty, is up and running. Roy added, “The sites will be in synergy with on-ground events and other communication in the Asian markets.” Hungama is now looking forward to Phase 2, which will involve a higher level of interactivity with users.
Hungama has been in business for the past five-and-a-half years and has an extensive knowledge of over 300 brands like Airtel, Cadbury, Coca-Cola, PVR Cinemas, Disney, Perfetti, Van Melle and Axe to name a few, across 20 industries with over 800 Experiential Marketing Programmes.
Hungama has won over 50 awards both in India and abroad, including the prestigious ABBY awards, PMAA as well as the 2005 Globes in Miami.