Olay India, a beauty brand is encouraging young women to #GlowUpNoMatterWhat.
The campaign launched to celebrate International Women’s Day, showcases the story of a young working woman Meena who is applauded by the Head Warden of a working woman’s hostel for being a disciplined, punctual, fit, health-conscious and a good girl with glowing skin. Adding a twist, the film is juxtaposed revealing her vibrant personality and unapologetic demeanour, with Olay partnering her in her journey and bringing out the power duo in her. This campaign celebrates the bold spirit of young Indian women by encouraging them to #GlowUpNoMatterWhat.
This was further reflected in the research done in India by P&G and Nielsen, which showcased that the modern Indian woman is unapologetic, flawed, and real. She has no qualms about being who she is and has open communication with her parents. She believes in ‘pampering’ herself and likes to reward herself for the things that she does, be it big or small. While one side of her desires her family and society’s respect and approval, the other side takes control of her freedom to push boundaries, and she will not compromise on either side, making herself a Power Duo. But this means she’s a busy girl, and her skin pays the price as a result.
“Young women are often expected to compromise on their dreams and aspirations for the benefit of their family and society,” says Alexandra Vogler, Associate Director of Procter & Gamble Beauty, Digital Transformation & Communications. “Through this campaign, we celebrate the modern Indian women who live on their terms while still upholding their family values. We hope to inspire more women to be confident and fearless”
Axel Grimald, Executive Creative Director – International Clients, Publicis Singapore, said: “This campaign has been designed keeping in mind the confident, modern woman in India, who is fearless and unapologetic. The humour in the film will add to the message, making the proposition more memorable, progressive and is probably the best way to grab the attention of the young, aspirational audience.
To increase brand resonance and relatability among the consumers, the brand came up with the film ‘Meena’ – a progressive take on the life of a young, middle-class Indian woman who lives the life she wants, no matter what. The idea was to link Olay India with its new edgier image, under the “Glow Up” concept. It’s great to be able to launch this kind of film that speaks directly to our target and breaks the codes of classic beauty ads.”
Vineet Kumar | Regional Brand Director, P&G Olay APAC
Puneet Aggarwal | Brand Manager, Olay India
Endi Asmira | Brand Manager, Olay APAC
Shivam Chopra | Assistant Brand Manager, Olay APAC
Axel Grimald | Executive Creative Director – International Clients
Vaishnav Balasubramaniam | Associate Creative Director
Bruno Andrade | Senior Art Director
Daniel Ho | Executive Producer
Donatien Souriau | Executive Vice President – Global Clients
Khatkhanang Chavalitsakulchai | Regional Account Director
Shaun lee | Account Manager
Ayappa KM from Early Man film
Anand Menon I Executive Producer
Milin Shah I Producer
Satchith Paulose I Director of Photography