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Dabur Vatika cancer awareness ad kicks off first viral digital campaign of 2015

16-January-2015
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Dabur Vatika cancer awareness ad kicks off first viral digital campaign of 2015

All over the world, companies are going all out to create awareness on cancer either through external promotions or internal programmes. Breast cancer awareness caught on like wildfire last year. Taking lead from last year’s successful campaigns, and aiming to salute the undying spirit of fighters from Cancer, Dabur Vatika has launched this year’s first long-format emotional ad campaign for its natural hair care brand. Titled #BraveandBeautiful, the campaign has been created by Linen Lintas. It takes a peek into the life of a cancer survivor and the many odds that the person is faced with during this trying phase of their journey.

The short film shows a young mother - a cancer survivor, who is trying to get her life back to normal against trying circumstances. Not an easy thing to achieve given that she has lost her hair on account of the grueling chemotherapy sessions and medicines that have taken a toll on her health. With a new journey to be undertaken, she is not confident enough of how the world will receive her in her changed avatar. With her husband and family serving as a strong support system, she musters the courage to resume work in her office. Although a bit nervous at first, she is surprised to see the warmth and approach with which her colleagues reach out to her. Almost instantly she settles into her professional work life with the belief that her friends and society will accept her in whatever form as she has emerged a true ‘survivor’.

Watch the video here:

https://www.youtube.com/watch?v=QomoNyfkqvg

The video has garnered 545,086 views on YouTube and has gone viral on social media websites.

Various Indian brands are tapping the power of social media, digital campaigns, hashtags, contests and so on to spread awareness and raise money. Such campaigns have been doing rounds on social media since the second half of 2014.

Philips

Philips India launched a ‘Husband Initiated Movement’ or ‘HIM’, in a move to spread awareness about breast cancer. The digital campaign urges men to ensure that their wives take a 10-minute breast self examination once every month and in-return they can complete a chore for them it can be from- cooking, babysitting and so on.

The brand even created a website for this movement, where they encourage the men to upload selfies of when they are performing any of the chores on either of their social networks – Facebook, Instagram, Twitter with the #HIMInitiative and 5 winners stood a chance to win a Philips Airfryer if they gained maximum likes/ favorites. The brand constantly encouraged audiences to participate through their social networks, and even created a very powerful advertisement about this cause with a mute couple.

Watch the video here:

https://www.youtube.com/watch?v=t133BmnGCe0

Lavie

Lavie shared articles and tips on cancer awareness on their social networks during the entire month of October. They are encouraging their target audience, women to talk to their mothers about such important causes and have created a special hashtag for it #TalkToYourMom! On 31st October they had arranged a Twitter chat with a renowned expert to help with queries regarding this disease and enlighten the women. And to increase awareness of this chat, they ran a contest so they could help more women out.

To qualify in the contest users had to answer the 10 questions, with the #TalkToYourMom and they stood a chance to win a goodie bag. Due to increased participation and awareness this hashtag was even trending.

Elle

Elle took its pink ribbon initiative a notch higher, by creating a Facebook page for it and constantly providing support to women. Sonam Kapoor, was their brand ambassador who helped them spread the word. They tied up with many brands, that supported Elle in the fight against this disease by providing discounts, donations and so on. Bollywood celebrities like Sonam Kapoor, Nargis Fakhri and many more have shared their #PinkSelfie; which in-turn has encouraged their fans to follow the same feat.
 

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