Marrying product with purpose

Nisha Sampath, managing partner, Bright Angles Consulting — As told to Geetika Srivastava

"The one element I miss is a stronger linkage between the product and the purpose." Nisha said

Nisha Sampath, managing partner, Bright Angles Consulting

— As told to Geetika Srivastava

Why the campaign rocks:

Dove espouses a powerful brand purpose — to champion the beauty in every woman by liberating them from stereotypical, limiting definitions of beauty. A purpose that they have consistently stayed true to since two decades, when they launched ‘Campaign for Real Beauty’.

Dove has also adapted their campaigns to India by focusing on how society views beauty at a crucial inflection point — when selecting a partner for marriage.

The campaign touches a chord with an entire generation of Indian women who have felt, like one of the protagonists, ‘A Thing on Display’ in the Great Indian Marriage Mart. It capitalises on the powerful emotional truth that every mother would be fiercely determined to protect her daughter from the things that hurt or demeaned her. The concept of ‘Mothermonials’ showcases that a description of a daughter in a marriage ad should come from pride and not an evaluation of her looks.