Dove: #StopTheBeautyTest

Dove, a personal care brand, launched a campaign in India to make the brand's POV famous, provoke conversations and trigger actions for change, improve brand imagery and brand love and arrest the declines in sales and loss of share.

Objectives

Getting India to say no to the 'beauty test' in arranged marriages.

#StopTheBeautyTest was Dove's first master brand campaign deployed at scale in India, to work together with category-driven communication for long-term brand growth.

Objective...

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