Constant communication is a must for the survival of any brand, and when it’s a special occasion such as Women’s Day; it’s a blessing in disguise. Hence, this is also a reason why companies invest millions of dollars in creating the right brand tonality backed by a marketing strategy which helps to remain in the minds of consumers. In our weekly Campaign Decoded series, industry experts highlight the unseen behind a campaign. Joy Chatterjee, associate vice president, sales and marketing head – consumer business unit, Mankind talks to BrandWagon Online about the conceptualisation, thought and more about the campaign. (Edited excerpts)
What was the thought behind the campaign?
We initiated the campaign after recognising a significant trend, where approximately 50% of women returning to the corporate realm post-pregnancy faced a dearth of acknowledgement, both in professional life and within their homes despite their multitasking and efficient management of various responsibilities. Given Prega News’ commitment to empowering women throughout their pregnancy journey, we decided to take a stand and acknowledge these courageous women. Our goal was to salute their ability to balance professional and personal life, particularly as women are often celebrated for their multitasking capabilities. This approach aimed to boost their confidence and recognize the valuable contributions they make.
Which agency has conceptualised the ad? Why did you choose it?
SG Media, our partners for the past three years, played a pivotal role in conceptualising the ad. Known for their consistent excellence in idea formulation, they were the natural choice for this campaign. While we provided the initial concept, SG Media crafted a narrative. The strategic focus on teaching as a profession was chosen due to the significant representation of female staff in the education sector in India. The core concept was ours and SG Media translated it into a script.
How do you intend to influence consumers with this campaign?
This campaign aims to express gratitude and appreciation to our consumers, acknowledging their exceptional ability to manage various tasks effectively. By recognising their multitasking skills and contributions in both personal and professional spheres, we aspire to uplift and inspire them.
Which are the mediums you will advertise on and why?
The campaign is promoted across digital platforms, leveraging the extensive reach of the internet. In addition to the online presence, we have implemented an on-ground approach through interactive billboards and are exploring computer-generated image (CGI) ads to enhance the campaign’s impact.
Furthermore, we are forging partnerships with 20 top female professionals in leadership roles and their testimonials are shared daily on our Instagram pages to establish a powerful connection with our audience.
What was the budget for this campaign?
Unfortunately, we cannot disclose the budget for this campaign as it is confidential.