Flipkart’s #DefineYourOwnBeautyStandards campaign: Nail or fail?

We asked experts what they think about the campaign, and take a look at other similar advertising campaigns by brands

e4m by Misbaah Mansuri
Updated: Dec 27, 2018 8:34 AM

To say that beauty advertising has been selling female consumers ‘hope in a jar' for generations won’t be far-fetched. It was only in 2004 that Dove set out to challenge the world of beauty advertising. And in doing so, they challenged the portrayal of women. The brand was rewarded with a 700 per cent uplift in sales and was quick to reign over the consumer’s heart from there on.  The success of Dove’s campaign says a thing or two about how brands that embrace reality are rewarded with high engagement and emotional intensity throughout.

Flipkart’s latest campaign- #DefineYourOwnBeautyStandards features prominent personalities such as Malaika Arora Khan and Mithila Palkar. The spot encourages its audience to be comfortable with whatever their beauty choices are and to not allow society to put them down with pre-defined beauty ideals. The overall message being to never be apologetic about their choices. We asked experts what they think about the campaign and take a look at other similar advertising by other brands.


Over to experts

Ad-filmmaker Amrit Sharma is of the opinion that the ad scores on the creative and the execution. “While the concept has been embraced before by brands, I have to acknowledge that it does justice to the overall idea and execution.” Sharma notes that the idea has been executed nicely.

BrandWagon’s Deepti Nair feels that such ads do well on social media and is a good topic for brands to continue a conversation on. “Keeping in mind the medium for which the brand has been created, I feel that it has done a good job. Similar ideas have been used by brands before, but overall the campaign is quite decent. Such ads must be lauded for the initiative they take towards transforming the notion of beauty,” explains Nair. 

Deepak Singh, Chief Creative Officer, YAAP, says that he quite likes the concept of #defineyourownbeautystandard which holds true to everyone, but adds that he expected better from that brand. “I am not very sure about the story telling and the execution. The way the ad is shot is not very fresh. The earlier Flipkart ads have always created a benchmark for themselves. I think this is a very different idea from the brand's point of view, and I am not sure if this ad will be able to create much buzz like the previous ones. But talking about this particular piece, I think overall it is a very average film. Also lot of interesting things have been done around the concept of beauty before. And I expect better than this from a brand like Flipkart” says Singh.


We take a look at other campaigns rolled out by brands on the said concept of embracing individuality and breaking the pre-conceived, traditional notions of beauty

Titan Raga

Taking the brand’s conversation ‘Khudse Naya Rishta’ forward, Titan Raga recently released a TV commercial which questions the ‘ideal’ of beauty. And in doing so, it celebrates the woman’s ability to embrace who she is. How she accepts every bit of herself. And how she doesn’t believe in the world’s definition of ‘beautiful’ or ‘flawless’. Her beauty is a belief that starts with her being comfortable in her own skin. The film showcases women from different walks of life, who wear their scars with pride and flaunt their (supposed) imperfections with absolute confidence and grace. It essays how for a working woman, her dark circles are proof of her hard work; for a performer, her chipped nails and bruised feet are marks of her relentless dedication in pursuit of excellence in her passion. 


Nykaa launched their first ever television campaign conceptualized by Mullen Lintas. The film was helmed by Konkana Sen Sharma and features model/actor/TV anchor Tara Sharma amongst the other lead female cast and is set to an especially composed hummable track. The inspiration for the campaign is the times we live in and how beautifully women are challenging stereotypes and dismissing the status quo. The ad film taps into her confidence and unapologetic assertiveness as she embraces power and success. 


Jabong reiterated the idea of individuality in a unique expression to inspire and encourage the youth of India to be comfortable in their own skin by launching a new brand campaign on the theme ‘Be You. The campaign featured a 360-degree multimedia integration of television, print, outdoor and digital platforms. The core idea of the campaign message is of appreciating oneself and going on one’s own individual journey, and be true to oneself, feel good and confidently express oneself. The peppy and upbeat 130 seconder music score of the commercial is a youthful blend of melody, beat and meaningful lyrics. The visualisation of the song exudes a sense of freedom, individual journey and optimism that the brand has created through its offerings in the past few years.  




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