Campaign details
Brand: Google SearchAgency: Toaster, IndiaRegion: APAC
Strategy
Objective
In 2021, men's mobile internet use increased to 51%, while women's stagnated at 30%, revealing a gender disparity. Indian females were 56% less likely to use mobile internet than males, with only 35% being active users (S1). Barriers faced by women included lack of internet know-how, patriarchal attitudes, and gatekeeping within families.
Google recognized that mere access to smartphones and the internet wasn't sufficient; barriers to usage needed to be addressed, especially for women who were disincentivized from accessing information. This was evident in Google...