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High Five in association withThe Immortal Awards
Group745

High Five: International Women's Day

08/03/2023
Advertising Agency
Mumbai, India
249
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Shweta Khosla, SVP & executive planning director at Wunderman Thompson India, gives us an exciting glimpse of what a world run entirely by creative women would look like

Don’t you sometimes wonder what the world would be like if women were equally in charge of it? More peace like Meryl Streep said, for sure. We would have more empathy in corridors and more innovative ways of dissolving boundaries. More adventures would be explored, and the strength of a voice would be in its content. Here are a few women who are showing us what a phenomenal world it could be. I’m inspired, challenged and crippled with self-doubt at my ability to be a part of that league someday. Wont you join me?



Fenty - Rihanna’s Super Bowl Performance


And here is to the woman who is doing it twice over. She’s not just making a human, Rihanna created business success and brand equity during that electrifying performance (which she wasn’t paid for). Of course, her music got the uplift that a performance like that is supposed to deliver - total on-demand streams jumped 211%, album sales by 301% and digital song sales exploded by 390% (source: Luminate). But the masterful placement of Fenty Beauty during the performance was the real clincher, delivering a record 883% increase in searches, where there was no apparent opportunity. It seems women can do what’s never been done, like mixing football and foundations!



Cadbury - 'An Unforgettable Valentine’s Day Gift'

Agency: Ogilvy India

Amongst the most painful things in this world, is being rejected in love. A seemingly ‘par for the course’ event that has a spectrum of impacts - from pain to depression to the extremes of acid attacks. But what can really be done about it? Ask the lady who is not only taking on the toughest charges, but she is doing it in a way that’s building a most loved brand. As an outsider, all I know the charge is led by Kainaz Karmakar, and what a high charge it is. A valuable lesson, delivered with sweetness, saving heart and other aches - what’s love if not that?



Louis Philippe - 'Louis Philippe Jeans'

Agency: Wunderman Thompson India
Production: Good Morning Films
Director: Shashank Chaturvedi

Often it’s the names in the credits that get missed, but here is an opportunity to give them the place they deserve - centre stage. It’s a man’s product created by a team of women designers led by Kopal Sarkar. An advertisement for men, orchestrated by a team of women marketers led by Farida Kaliyadan. Power houses who know their job, their consumer’s aspirations so well that they have steered the brand with confidence into success, year after year.



House of Masaba - 'A New Beginning' (Wedding Collection)



A designer is not a content creator is not an actor is not an ambassador. Erm, have you met Masaba Gupta? There was a bitchy Punjabi aunty part of me which kind of sort of wanted to judge her for marketing her whole wedding, but I’m so glad that the world we live in is stifling that voice. It’s so in the spirit of this generation - everyone does it, so let’s talk about it. Why keep product plugs surreptitious when they can be worn with pride and grace? The emotions, incidences and stories of her wedding remain private while she leverages pictures (which paparazzi would have got anyway) to add a never-before media touch point to her selling of wedding-wear. A campaign she started with her Netflix show. What a new beginning it is!



Tinder - 'You Up?'

Agency: Lowe Lintas

We could inspire women to unshackle, or we could show them what a fabulous life it could be. Tinder, under its masterful navigator, Taru Kapoor, general manager at Match Group India, has been inspiring women to live a life of delightful possibilities, having the agency choose the experiences they want. Most recently with the ‘You Up?’ campaign. It’s attempting the gargantuan task of creating a new culture where women’s right to explore is a norm and not something to ‘haw’ about. With a lightness of touch and a touch of class delivered by regional creative director at Lowe Lintas, Vasudha Misra. It takes guts, heartache and optimism to shift the mountain - and the mountain is no match for them.

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