L&K Saatchi & Saatchi creates occasions for women to glow with Fem for the festive season

L&K Saatchi & Saatchi New Delhi has conceptualized a 360 degree campaign for Dabur Fem for the upcoming festive season. Keeping in mind the current frenetic pace of daily life and the fact that women get very little time for themselves, L&K Saatchi & Saatchi came up with a new campaign with Fem to treat women with a surprise makeover and enhance their glow in just 15 minutes.

Two prominent occasions like Karwa Chauth for North and West and Durga Puja for East were identified for this campaign.

VIEW SPOT ONE

VIEW SPOT TWO

On ground, Fem tied up with beauty salons in East, West and North India, to give free instant makeovers to women during the festival season. Various mediums are being used for to promote this campaign like TVC, digital films, web banners, radio, outdoor & retail POSM & a strong on ground activation at beauty parlours & malls.

The role of every medium is to create awareness around this campaign and to drive traffic towards www.femgetsetglow.com. At this website, people can participate or nominate their loved ones for a FEM Getsetglow makeover.

The campaign comes to life with two digital films which have already garnered some 70,000+ views on various social media sites and have created excitement with thousands of likes & shares in the first 2 days of activity initiation.

The Karwa Chauth film is a story of an entrepreneur and chef, who ironically spends Karwa Chauth busy cooking for people but is on a fast herself. A double surprise awaits her from her loving husband that leaves her teary eyed – he gifts her a surprise FEM Get Set Glow makeover and keeps a fast for her as well.

Commenting on the campaign Akshay Kapoor, Group Product Manager, Dabur India Ltd, said, “Gone are the days when women used to think and plan before attending all occasions. Today, most plans are made on the spur of the moment – ‘in a jiffy’. There is a growing need amongst women who want ‘to get party ready in quick time’ .FEM leveraged its strength to provide ‘instant glow’ through this exciting 360 degree campaign. Thus in partnership with our creative Agency L & K, Saatchi & Saatchi, we decided to delight our consumers with FEM Get Set Glow Makeovers this festive season!”

Varun Katyal, Senior Creative Director, L&K Saatchi & Saatchi said, “We came from a very strong insight. The challenge really was to weave some really engaging stories with it. To make each story more endearing, we thought of plots that already had inherent ironies built into them. She’s got no time to groom herself; she’s busy cooking for others, when she herself is fasting for Karva Chauth.”

Shalini Singh, Senior Creative Director, L&K Saatchi & Saatchi said, “The attempt was to make the stories as real as possible to strike a chord with our target audience. That is why the documentary way of storytelling as if the viewer is living each moment with the protagonist, and thereby building empathy.”

Credits –

Director (film): Norton Menezis