Dove: Stop the beauty test

Abigail Dias, Tanvi Mishra

Personal care brand Dove targeted women in India with a purpose-driven multi-media campaign to influence the discourse on beauty and self-esteem while also boosting brand love and purchase consideration.

Campaign details

Brand: DoveBrand owner: Hindustan Unilever Pvt. Ltd.Lead agencies: Ogilvy India, Hindustan Unilever Pvt. Ltd.Contributing agencies: Mindshare India, MSL India, Chrome Pictures Media LLPMarket: IndiaSector: Bath toiletries, soaps, Skincare, Sun protectionMedia channels: Magazines - consumers, Newspapers, Online display, Online video, Social media, Television, Word of mouth, influencersBudget: 1 - 3 million

Executive summary

Imagine a world where everything you were groomed for since the day you could walk was to one day make you a suitable bride. That's the truth for 90% of Indian...

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