Dove: #ChangeTheRhyme – From insight to inspiration to impact

Rituparna Dasgupta, Charul Tomar, Nithya Ravi, Aakanksha Verma et al.

Beauty brand Dove built an online campaign around an old nursery rhyme to broaden the definition of beauty in the Indian market.

Campaign details

Brand: DoveBrand owner: Hindustan Unilever LimitedLead agency: Mindshare IndiaContributing agencies: Culture MachineCountry: IndiaIndustries: Hair care, Skin care, sun protection, Bath toiletries, soapsMedia channels: Online video, Social mediaBudget: Up to 500k

Executive summary

In India, Dove has faced challenges in driving its "Real Beauty" proposition. Our job was to localise Real Beauty and make the proposition more relatable to Indian women.

The 2016 Rio Olympics was the talk of the town; sports being an integral part of India's popular culture. PIVOT, our Consumer Insights Lab,...

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