Hindustan Unilever: When Lakme 'winged it' with Ankush

Lakme, a makeup brand, launched 33 shades of red lipsticks for its festive campaign #RedsForAll in India to break the stereotypes against the colour red and drive brand consideration by encouraging millions of Indian women to embrace the red shade.

Campaign details

Brand: Hindustan UnileverAgency: Mindshare IndiaRegion: APAC

Strategy

Objective

The colour red has high importance in Indian culture. It stands for purity and is the preferred colour for a bride's garment.

But never as a lipstick.

A survey conducted by Tweak India revealed that 52% of women have been made to feel uncomfortable for wearing red lipstick.

Lakme, India's leading makeup brand wanted to break the stereotypes against red and drive brand consideration during the festive season by encouraging millions of Indian women to embrace the red shade irrespective of their cast, colour, ethnicity,...

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