Proposed Digital plus radio campaign for ITC Vivel soap for the campaign #Absamjhautanahin #Voiceofart

1. #ABSAMJHAUTANAHI

2. •
•

3. •
-
-
-
•
•

4. PINK BLACK
CAMPAIGN ROUTE – DIGITAL + RADIO
Main Campaign: #HeforShe
Campaign Stages
~ INTRODUCTION CAMPAIGN
~ PLEDGE CAMPAIGN
~ ENDORSEMENT CAMPAIGN
~ NEGATIVE CAMPAIGN
~ POSITIVE CAMPAIGN
~ TESTIMONIAL CAMPAIGN

5. CHANGE THE
PERCEPTION
- Breaking the stereotype that jobs & careers have anything to do with
the gender of the person – Facebook posts on women doing
stereotyped MEN’S JOB
- RJ CALL IN – RJ calling out all the artists in India to bring about a
societal change in perception on gender inequality using different art
forms with #Voiceofart #Pinkisthenewblack #HeforShe
- Breaking the perception of identity where Women can be a minister &
men can teach
- Breaking work related perception where men can pursue creative career
& women can drive an Ola or Uber
Hashtags - #heforshe #pinkisthenewblack #Absamjhautanahi #Voiceofart #VivelbyITC #MYFM

6. durgagawdestudio
•516 posts
•10.9k followers
•3,625 following
Durga Gawde Studio
Them || They 🌈
Artist || Activist || Educator || India's 1st Drag King
#TheRainbowRevolution Join my movement(DM/Email)beacons.ai/durgagawdestudio
#voiceofart
Charcoal on Newsprint
Artform from
Durgagawdestudio
INFLUENCER CAMPAIGN
- Kick start this campaign with the help of top
social media influencer E.g. Durga Gawde
Studios, artist and sculptor Durga Gawde,
who identifies as gender fluid, shares the
journey of coming out in the open, how art
helped in dealing with all the conflicting
emotions
- Influencer artists to share their artform on
the campaign with the help of their art
which will amplify the campaign thought

7. NOMINATION CAMPAIGN
Indra Nooyi – CEO PepsiCo
#Pinkisthenewblack
#Heforshe
#breakingstereotypes
#genderequality
#AbSamjhautaNahi
- The campaign will start with viral videos/posts
of top women achievers nominating 3 other
women from her circle whom she thinks have
achieved success in their own field of expertise
- These women could be anyone, be her mother,
friends, relatives, colleagues, entrepreneurs or
any other working professional
- This campaign will help us break the stereotypical
thinking of people of India regarding Gender
Inequality
Hashtags

8. PLEDGE CAMPAIGN
We Pledge
Corporate Gants and Government Entities make
a Pledge to hire more women in their team
Women Army officers wins long battle, can
get command posts
Hashtags
#WePledge
#PinkisthenewBlack
#MakeaDifference
#Heforshe
#RealWoman
#RealMen
#GrowingTogether

9. ENDORSEMENT CAMPAIGN
Cricketer – Dinesh Kartik & Squash Player
– Dipika Pallikal
#MYPARTNERMYWIFE
#WEGROWTOGETHER
The Famous Wrestler Couple – Geeta
Phogat & Pawan Kumar
Top celebs sharing stories about their Idol Woman, tagging
them for their support and achievements, and how they
have been equally taking responsibilities to build a better
nation. This will be encouraging for Indian Men and
Women to come forward and take a stand for Gender
Equality
#StandwithHer
#HeforShe
#MyPartnerMyWife
#WomenRoleModels
#PinkisthenewBlack
#AbSamjhautaNahi
Hashtags

10. NEGATIVE CAMPAIGN
SHE CAN’T BE A LEADER!
She Can’t
He Can’t
- Public polls on social media handle of Vivel by ITC &
MYFM facebook page
- Digital Campaign will try to encourage the listeners to
think the other way round. Generate a thought or a
question of right and wrong
- RJ urging people to give their opinion on the topic
giving a concrete evidence on where India stand
against Gender Parity topic
#HeforShe
#SheCanHeCan
#voiceofart
#PinkisthenewBlack
#BreakingStereotypes
#AbSamjhautaNahi
Hashtags

11. POSITIVE CAMPAIGN
I AM A CHEF #BREAKINGSTEREOTYPES!
She Can
He Can
Hashtags
#HeforShe
#SheCanHeCan
#BreakingStereotypes
#VoiceofArt
#PinkisthenewBlack
#AbSamjhautaNahi
- Profession should not be divided based on
gender. When it comes to profession in
India, it’s believed that men should be in
certain fields that are tough and
complicated
- Examples are directing or managing
organizations &. Women are more about
details and men look at the larger frame of
things
Ranveer Brar – Indian Celebrity Chef

12. TESTIMONIAL CAMPAIGN
Sharing
Stories
Social media / On air Story Sharing:
- Companies who took the pledge will share their
success stories, reports, stats
- Women sharing stories how her husband/Father
supported and motivated them and men sharing
stories of howwomen supported them
- The testimonial stories will be tagged with
@VivelbyITC #voiceofart #AbSamjhautanahi
Hashtags
#WePledge
#MakeaDifference
#IamwithHer
#RealWoman
#RealMen
#AbSamjhautanahi
#GrowingTogether
#RealMen
#GrowingTogether
#HeforShe
#IstandwithHer
#VoiceofArt
#AbSamjhautaNahi