The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
Category
Influencer Marketing / Multi-Channel
Annual ID
OS22_SM089M
About the Work
In India, the pursuit of beauty has one goal — marriage.
For Indian women, beauty-related anxieties and insecurities begin when they're children, as social pressure results in conditioning that makes them feel like they are not good enough.
This was an opportunity for Dove to come good on its purpose of making beauty a source of joy, not anxiety. Also in doing so, cementing its position in the hearts and minds of their audience. This was a necessary intervention in a highly price-sensitive market, where the brand was at risk of becoming one amongst many.
The Brief: Build stature and strengthen brand love by being meaningful to women in India.
Objectives: Spark, inspire and share a conversation through social media and influencers to see Dove as a brand that broadens the definition of beauty & challenges negative stereotypes.
For Indian women, beauty-related anxieties and insecurities begin when they're children, as social pressure results in conditioning that makes them feel like they are not good enough.
This was an opportunity for Dove to come good on its purpose of making beauty a source of joy, not anxiety. Also in doing so, cementing its position in the hearts and minds of their audience. This was a necessary intervention in a highly price-sensitive market, where the brand was at risk of becoming one amongst many.
The Brief: Build stature and strengthen brand love by being meaningful to women in India.
Objectives: Spark, inspire and share a conversation through social media and influencers to see Dove as a brand that broadens the definition of beauty & challenges negative stereotypes.
2022 Awards
Total Points: 3
Merit
Credits
Agency
Ogilvy Mumbai / India
Client / Brand
Hindustan Unilever Limited / Mumbai
Production Company
Chrome Pictures
Art Director
Arthi Sivakumar
Kirti Vivekanand Marathe
Chief Creative Officer
Kainaz Karmakar
Harshad Rajadhyaksha
Sukesh Nayak
Creative Director
Vishal Rajpurkar
Director
Amit Sharma
Director of Photography
Tushar Kanti Ray
Executive Creative Director
Mihir Chanchani
Zenobia Pithawalla
Producer
Abhishek Notani
Account Director
Sanam Chowdhary
Associate Creative Director
Rishabh Thapar
Yankee Chhabra
Chief Strategy Officer - Planning, India
Prem Narayan
Creative Controller
Akshay Ordiya
Subhrajit Guin
Executive Vice President - Account Management
Walter Noronha
Office Leader - India (West)
VR Rajesh
Production Designer
Niyoti Upadhye
Vice Chair Person & Chief Client Officer India
Hephzibah Pathak
Vice President - Account Management
Dharal Goshalia
Vice President - Planning
Abigail Dias
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