Google Search: Bolne se sab hoga

Google Search, a search engine, launched and promoted an improved Search product in India to drive product growth and empower women through a series of TV ads.

Campaign details

Brand: Google SearchAgency: Toaster, IndiaRegion: APAC

Strategy

Objective

In 2021, men's mobile internet use increased to 51%, while women's stagnated at 30%, revealing a gender disparity. Indian females were 56% less likely to use mobile internet than males, with only 35% being active users (S1). Barriers faced by women included lack of internet know-how, patriarchal attitudes, and gatekeeping within families.

Google recognized that mere access to smartphones and the internet wasn't sufficient; barriers to usage needed to be addressed, especially for women who were disincentivized from accessing information. This was evident in Google...

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