Experiential campaigns targeting women
Where do the women in India stand? They make 49.67% of the nation’s population. They earn, expend and dominate the spending demographics. Realizing these facts, a lot of brands target women as their prime consumer. According to a survey, women account for 70% of brand products consumed within India. Recognizing the power and influence of women, marketers and brands indulge into experiential campaigns keeping women in mind as the target audience. At Everything Experiential, we bring light to brands that targeted women as their prime consumers and benefited.
The first being Tanishq, a part of TATA group and the largest retail jewellery brand in India, initiated a campaign called “Mia on Wheels”, keeping in mind the need of modern working women. It aimed at providing everyday jewellery for working women. The campaign required women to get registered online and board on the Mia bus. – a styling session with the newest Mia jewellery, a make-over, a candid photo-shoot by a professional photographer and a rejuvenating foot massage, all on the way to work, inculcating the experiential experience.
Another unique experiential campaign titled ‘Model of Happiness‘ was conducted in Ambience mall, DLF Promenade in Delhi, Forum Mall in Bangalore, Infinity Mall in Malad, High Street Phoenix in Mumbai, and Inorbit Mall in Pune, and 12 corporate parks in Delhi, Pune, Bangalore, and Mumbai. It was launched by HDFC with digital media that aimed at encouraging urban Indian woman to be financially independent. It required narrating the happiest moment in their life in a public forum. Video booths titled ‘Model of Happiness’ were installed like mini film sets. All these videos were uploaded on the company‘s microsite and women were further encouraged to share their story to inspire others.
Avon, a leading name in beauty and personal care products with Vibgyor brand services carried experiential OOH activations prioritizing their women consumers, where live beauty zones were created with display of products and makeup artists giving free makeovers and advice.
Another experiential campaign by GlaxoSmithKline focused on raising awareness of the nutritional benefits of Women’s Horlicks. An interactive activation program with pop up stores was set in 10 different cities propagating the benefits of the ingredients used and through product sampling.
Yet another activation followed by OOH activity by Vibgyor brand services is Veet's initiated "Be the Diva". In this activity, 17 fabulous and independent women took to the streets of Delhi, braced for the walk of confidence wearing hot pink skirts, boarding the metro at Patel Chowk, debarking at Chandni Chowk and rickshawed to red fort., All in the spirit of womanhood with panache.
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