Olay - Glow from Within
By juxtaposing traditional perceptions with modern realities, the campaign humorously and effectively challenges stereotypes, resonating with the duality many young Indian women experience today.
The campaign features a digital film showcasing the story of Meena, a young working woman who embodies a "power duo" personalitye�balancing societal expectations with her vibrant, unapologetic demeanor. This narrative encourages women to GlowUpNoMatterWhat, highlighting Olay's role in supporting their journey.
The campaign targets young Indian women who are navigating the balance between societal expectations and personal ambitions, encouraging them to embrace their true selves confidently.
TARGET AUDIENCE
About the
Campaign -
By juxtaposing traditional perceptions with modern realities, the campaign humorously and effectively challenges stereotypes, resonating with the duality many young Indian women experience today.
Core Theme of the Campaign -
1. Celebrating Duality: The campaign acknowledges the "power duo" nature of modern Indian women who uphold family values while asserting their independence.
2. Relatable Protagonist: Meena's character reflects the everyday experiences of young women, making the narrative relatable and inspiring.
3. Humorous Storytelling: The use of humor adds a refreshing touch, making the message more engaging and memorable.
4. Empowerment Message: Encourages women to pursue their dreams unapologetically, reinforcing Olay's commitment to supporting women's empowerment.
5. Modern Representation: Depicts the contemporary Indian woman as confident and fearless, challenging traditional beauty norms.
6. Cultural Relevance: Addresses societal expectations unique to Indian culture, enhancing the campaign's resonance with its audience.
7. Inspiring Confidence: Aims to inspire women to glow from within by embracing their authentic selves, aligning with Olay's brand ethos.
8. Strategic Timing: Launched ahead of International Women's Day 2020, the campaign aligns with global conversations on women's empowerment.