Lakmé 9to5: Beauty and the corporate beast
Vasuta Kalra
Campaign details
Brand owner: Hindustan Unilever LimitedLead agency: Publicis India and Mindshare MediaBrand: LakméCountry: IndiaIndustry Cosmetics, beauty aidsChannels used: Cinema, Internet - general, Newspapers, Outdoor, out-of-home, Packaging and design, Point-of-purchase, in-store, Print - general, unspecified, Radio, Social media, TelevisionMedia budget: 1 - 3 million
Executive summary
Lakmé, one of India's oldest and leading beauty brands wanted to reconnect with modern working women through its long-wear make-up range '9to5'. These go-getters had global ideals and aspired to be leaders...