Campaign details
Brand: Hindustan UnileverAgency: Mindshare IndiaRegion: APAC
Strategy
Objective
The colour red has high importance in Indian culture. It stands for purity and is the preferred colour for a bride's garment.
But never as a lipstick.
A survey conducted by Tweak India revealed that 52% of women have been made to feel uncomfortable for wearing red lipstick.
Lakme, India's leading makeup brand wanted to break the stereotypes against red and drive brand consideration during the festive season by encouraging millions of Indian women to embrace the red shade irrespective of their cast, colour, ethnicity,...