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Ginger by Lifestyle launches digital first campaign #ImperfectlyPerfect

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Ginger by Lifestyle launches digital first campaign #ImperfectlyPerfect

Ginger by Lifestyle, fashion brand for young girls, has launched #ImperfectlyPerfect – a digital first marketing campaign that celebrates the quirks, the differences, that makes every girl unique and distinctive. The campaign creatively explores the unrealistic demands of perfection that the society places on a young girl– the unfairness around ‘fairness’, the whole size debate, labeling, and everything else in between.

In a powerful digital campaign, girls from different walks of life are seen celebrating their uniqueness and take head on the deep rooted discrimination that they face every day. Poked, prodded and trolled for their looks, conduct or dressing, girls often come up against unrealistic expectations and judgement when it comes to their body, behavior and choices. To make it worse, social media fuels their insecurities, leaving them vulnerable and often seeking validation.

#ImperfectlyPerfect weaves in voices of young girls in a powerful short film exploring how they are judged because of the way they are - being dark, too tall, too short, too skinny to having tattoos or dressing a certain way. Through this visually impactful digital campaign, the brand aims at creating awareness around such superficial discriminations. The young girls featured in this film are real girls with distinct voices, urging their sisters to simply rise above like a skyscraper, brushing off and looking down upon petty societal judgments and be comfortable in their own skin.

Talking about this campaign, Srinivasa Rao, Senior Vice President, Marketing, Lifestyle, said, “#ImperfectlyPerfect is inspired by the young girl of today who is strong, opinioned and recognizes her uniqueness not as a flaw but as a beautiful distinction. With this campaign, Ginger hopes to create awareness regarding the unrealistic and unreasonable expectations that society has from young women and we hope that it resonates with young women, reiterating that it’s their uniqueness that makes them who they are and celebrates the strength they have to rise above any negativity that comes their way.”

“We wanted Ginger to be the bold voice of the girl who has a strong mind to go with it and is totally comfortable in her skin. To celebrate her individuality beyond stereotypes and tags and acknowledge the quirks and uniqueness that makes her unapologetically herself. To declare boldly that if perfection is the standard the world imposes, she is gloriously and happily #ImperfectlyPerfect,” says Priya Shivakumar, ECD & Creative Head, JWT Bangalore.

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