Reliance General Insurance: #HoliNotHooliganism

Reliance General Insurance, an Indian insurance company, addressed the issue of sexual violence against women during Holi celebrations which led to over 70 million impressions in just 3 days.

Agency: Ogilvy India Group

Objectives

The Challenges

The thought of doing a social message campaign as opposed to a business campaign was unconventional. But business was good. This wasn't about selling more policies. This was about making a difference, living the brand commitment. As a brand that stands for women's safety & security we wanted to make a genuine effort to ensure women felt safer.

The campaign's goal

Draw attention - to the extent of harassment that women face during Holi festivities

Evoke social outrage - Fueling a change in mindset and behaviour

Women's Safety - Help women feel...

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