My client Pond's, being a women's brand wanted to do its
bit for breast cancer awareness as part of their CSR activity. We partnered with The Times of India and the Indian Cancer Society during the month of October (Breast Cancer Awareness Month) to get the message across. I presented two great campaigns and although both were liked equally, only one would obviously see the light of day. This is the campaign that wasn't released but is still dear to my heart. The other campaign which I absolutely love and which was highly effective is in the next post. (Click on the images to enlarge)
Central Idea: It was based on
the insight that as women get older, they stop thinking about their breasts.
Their breasts just become a part of their body hanging around because they have
to. However, it wasn't always like that. There was a time when they obsessed
about their breasts; when they first began to appear, at puberty. So the
campaign takes women back to those days and encourages them to restart the
obsession.
