Summary
Burning myths & breaking stereotypes We identified fashion myths that held back women in India, from being comfortable with dressing up in their choice of colour, style, size, etc. This campaign helped us break these stereotypes and fight traditional myths.
Challenge
India is a country with a variety of culture and apparel that brings out the respective cultures out have always been an integral part of the culture. This also gave birth to Old school opinions that limited the women of India to choose an attire they wanted to wear.
Objective
Just like Dussehra celebrates the victory of good over evil, we celebrated the victory of equality and acceptability over evil judgements. The campaign was designed to break the fashion myths attached to women dressing, while celebrating the spirit of Dussehra through an interactive mobile campaign.
Strategy
Instead of burning a figurine of Ravana, which symbolises burning if evil, we gamified the entire experience of celebrating Dussehra. We identified some popular women's fashion statements & beliefs and gave the user an option to either "Burn" or "Share" the statement, based whether she perceived it as "Good" or "Evil". The game brought home the essence of Dussehra celebration in its true sense, without causing any pollution or harm to the environment and engaging the customers with the brand.
Data
The campaign got an overwhelming response form BIBA's customers; 60,000 women across India played the game and became a part of Burn and Share Initiative, also more than 5k women shared this campaign across through WhatsApp and Facebook to ensure more people are burning the fashion myths prevailed in the society From sales point of view as well, the campaign was a huge success that bagged a sale of INR 50 Lakh in just over 1 week!
Solution
An SMS was sent with a bit.ly link to an interactive landing page, where the game could be played. The customers could choose the statement they want to "Share" or "Burn". At the end of the game, she was showing a series of tailored suggestions, based on her inputs through the game, combined with her purchase history.
Results
The campaign got an overwhelming response form BIBA's customers; 60,000 women across India played the game and became a part of Burn and Share Initiative, also more than 5k women shared this campaign across through WhatsApp and Facebook to ensure more people are burning the fashion myths prevailed in the society From sales point of view as well, the campaign was a huge success that bagged a sale of INR 50 Lakh in just over 1 week!
