Dove: Re-framing the beauty debate in India

This case study describes how beauty brand Dove built a campaign around an old nursery rhyme to broaden the definition of beauty in the Indian market.

Campaign details

Brand: DoveBrand Owner: Hindustan Unilever LtdLead Agency: MindshareContributing Agencies: Culture MachineCountry: IndiaIndustries: Toiletries & cosmeticsMedia Channels: Online video, Social mediaBudget: Up to 500k

Executive summary

Dove, globally, seeks to broaden the definition of beauty, and celebrate beauty diversity through its platform "Real Beauty". The brief was to communicate this creatively in the Indian context and move scores on the key image parameter of "inspires women to feel good about themselves".

While media representations are considered to be the key cause of beauty stereotyping,...

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