Campaign details
Brand: DoveAgency: Mindshare IndiaRegion: APAC
Strategy
Objective:
The Indian beauty market has seen a steep rise in domestic D2C personal care brands that serve the needs specific to the Indian audience. To sustain growth in a cluttered and price-sensitive market, it was imperative for Dove, a leading international beauty brand to establish differentiation and loyalty by being more culturally meaningful to Indian women.
Driven by its global purpose of challenging beauty stereotypes and finding a local connection that resonates, Dove conducted a study that discovered, 80% of school girls in India face a...