Dove Tackles Arranged Marriage In #StopTheBeautyTest Campaign, Via Ogilvy India

Dove Tackles Arranged Marriage In #StopTheBeautyTest Campaign, Via Ogilvy India
SHARE
THIS



Unilever brand Dove tackles the sensitive topic of the arranged marriage in India, in its new campaign by Ogilvy Mumbai called ‘Stop The Beauty Test’.

Working from the insight that three out of four Indian women are “rejected for their looks during the arranged marriage process”, the campaign recreates the real-life stories of Indian women who have faced rejection based on their appearance.

This could be down to their “weight”, their “height”, their “complexion”, their “hair type”—even the position of a facial birthmark, Dove said.

According to the brand, 90 per cent of single women in India feel they are rejected for marriage because of their looks.

In creating the campaign on behalf of Dove, Ogilvy Mumbai collected the real-life stories of rejection after a nationwide search, and found the women featured in a film directed by Amit Sharma of Chrome Pictures.

You can check out the personal stories of Mahak, Noor, Rajeshwari, Hemali and Deeksha, here.

“This is a telling matrimonial statistic,” Dove said of the campaign.

“It’s time society takes notice of how ugly the quest for beauty really is. Dove believes if we look beyond tall, slim and skin colour, we will discover a whole new world of beautiful.”

In a statement published via Ad Age, Dove’s executive director, Hindustan Unilver & VP beauty and personal care South Asia, Priya Nair, said: “In a country of 631 million women, it is unfortunate that there is such intense pressure to adhere to one definition of beauty.

“As owners of some of the largest beauty brands in the country, the onus to make beauty more positive and more inclusive is on us. Dove has always believed that beauty should be source of confidence, not anxiety. With #StopTheBeautyTest, we want to go one step forward in that direction.”

Dove has also urged women who have faced rejection to share their stories with #StopTheBeautyTest #DoveIndia on Facebook, Instagram, or Twitter, or all three.

The campaign comes as part of Dove’s broader Self-Esteem Project, which aims to help women break free from beauty biases. You can learn more about Dove’s Self-Esteem Project here.

Featured image source: YouTube/Dove India

Please login with linkedin to comment

#StopTheBeautyTest Dove Ogilvy Mumbai Unilever

Latest News

72andSunny Unveils First Campaign For Plant-Based Drink Brand Australia’s Own
  • Advertising
  • Campaigns

72andSunny Unveils First Campaign For Plant-Based Drink Brand Australia’s Own

Freedom Foods and 72andSunny Sydney have launched the first advertising campaign for Australia’s Own range of plant-based beverages. The campaign introduces a new visual world and identity for the brand and captures the healthy, positive feeling you get when spending time in nature and when consuming Australia’s Own certified-organic, plant-based beverages. As well as featuring […]

Are You Paying Too Much In Search Marketing?
  • Partner Content

Are You Paying Too Much In Search Marketing?

Are you paying too much for search marketing? Discover the awful truth here. Or, alternatively, look at the invoice.

Partner Content

by B&T Magazine

B&T Magazine
Nine APAC Finalists In One Club’s Young Guns 19 Competition
  • Advertising

Nine APAC Finalists In One Club’s Young Guns 19 Competition

Nine creatives from APAC are among the 94 finalists from 27 countries in The One Club for Creativity’s prestigious Young Guns 19 competition, celebrating international creative professionals age 30 or younger. The finalists from APAC are: Hiu Ching Kung, graphic designer, Hong Kong Lam Ieong Kun, graphic designer, illustrator, indego design, Macau Raxenne Maniquiz, graphic designer, illustrator, Santa Maria (Philippines) Kiyotaka […]

Adflow’s Regional OOH Coverage Expands By 60%
  • Media

Adflow’s Regional OOH Coverage Expands By 60%

OOH transit company Adflow has announced the success of the first phase of its regional expansion program. Adflow’s regional footprint has increased by 60 per cent to now include 65 regional locations. With 9.1 million people living regionally in Australia (growth of 1.1 per cent experienced in the 19/20 Financial year) and most regional centres […]

Freshworks Starts Trading On Nasdaq, Valued at $13.7 Billion
  • Technology

Freshworks Starts Trading On Nasdaq, Valued at $13.7 Billion

Freshworks, a leading software company, has started trading on the Nasdaq Global Select Market, marking an important milestone for the company. The company priced its IPO at US$36 per share (AU$49.76), raising about US$1 billion (AU$1.4B), resulting in a total market capitalisation of AU$13.7 billion  (US$10B). Freshworks, which was founded in India, has strong roots […]

SLIK Announces Four New Key Hires
  • Marketing
  • Media

SLIK Announces Four New Key Hires

Independent creative agency, SLIK, has made significant changes to its full service creative offering with four hires across management, creative and production.

How Retailers Can Maximise Their Results This Sales Season
  • Marketing
  • Technology

How Retailers Can Maximise Their Results This Sales Season

Black Friday Cyber Monday (BFCM) is the biggest player in the holiday shopping game and Google’s most recent research suggests consumer interest for the peak sales season starts much earlier than retailers may realise. The pandemic has fundamentally changed buyer behaviour over peak sales season, with Google suggesting that global consumer interest in Black Friday […]