The Dove campaign celebrates women who do not meet society’s ideals: Harman Dhillion, HUL
Dhillon, Vice President, Hair Care, Hindustan Unilever, speaks to us about the idea behind Dove’s AapkeBaalAapkiMarzi campaign, and how the brand aims at breaking stereotypes
Dove as a brand has always helped women in realizing their personal beauty potential by creating products that deliver real care. Recently, the brand launched a campaign called #AapkeBaalAapkiMarzi, which takes forward its long-standing narrative on societal benchmarks of acceptability, by encouraging women to talk about stereotypes attached to their hair.
Dove’s new campaign, developed by Ogilvy India, was appreciated both offline and online. When asked about the rationale behind the campaign, Harman Dhillon, Vice President, Hair Care, Hindustan Unilever, said, “With the #AapkeBaalAapkiMarzi campaign, Dove decided to celebrate the inclusion of all kinds of hair, in a society that has glorified just one kind of hair — straight, long and black. We wanted to shine a light on the women in India who still struggle with the society’s ideals of how a woman’s hair should appear and stand in solidarity with women who celebrate themselves despite them not meeting the society’s ideals.”
She added, “The survey took responses from both men and women between the ages of 18-55 years of age.”
Dove uses both ordinary women as well as celebrities for the promotion of the brand. In case of the #AapkeBaalAapkiMarzi campaign too real-life women worked better for the brand.
“Standing true to their commitment to women empowerment, on Independence Day, Dove launched the film which captured the real life stories of Farishte, Huda and Pia, how they view their hair vis-a-vis how the society perceives them,” Dhillon said. “In an inspiring and moving narrative, it draws focus to the conditioning that women undergo, early-on, towards hair beauty norms. Whether it is short or grey hair, curly or coloured hair, it is the time women are the creators of their beauty standards and feel free to choose for themselves that reflects their true personality.”
“The #AapkeBaalAapkiMarzi focuses on real life urban women and the stereotypes they have to fight on a daily basis and how societal norms can detain them from presenting in a way they feel comfortable. Moreover, to create a connect with the audience, urban women engaged in different fields and of varying gender expression were highlighted on how they celebrate their hair, and break free from the archaic societal shackles,” she added.
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