Dove: #ChangeTheRhyme – From insight to inspiration to impact

Rituparna Dasgupta, Deepa Kharidaha, Charul Tomar, Brajesh Dwivedi et al.

Toiletries brand Dove launched the localised campaign #ChangeTheRhyme to make the brand's iconic Real Beauty concept more relevant to women in India.

Campaign details

Brand: DoveBrand owner: Hindustan Unilever LimitedLead agency: MindshareContributing agencies: Culture MachineCountry: IndiaIndustries: Toiletries, generalMedia channels: Online video, Social mediaBudget: Up to 500k

Executive Summary

In India, Dove faced challenges in driving its campaign platform "Real Beauty". The task ahead was to localise the "Real Beauty" proposition and make it more relatable to Indian women.

The 2016 Olympics were the talk of the town, sports being an integral part of India's popular culture; Pivot, our consumer insights lab, identified huge buzz (> 11 million conversations)....

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