Advertisements are more than what we merely see on our screens, it takes a lot of time, energy and resources to bring it alive. Advertising campaigns not only help brands to reach its target audience but also make consumers aware of the product or services. As a matter of fact, it plays a crucial role in evolving consumer habits, trends and traditions. In our weekly Campaign Decoded series, industry experts highlight the unseen behind a campaign. Poulomi Roy, chief marketing officer, RSH Global, talks to BrandWagon Online about the conceptualisation, thought and more about the campaign. (Edited Excerpts)

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What was the thought behind the campaign?

The campaign seeks to shed light on the prevalent issue of inclusivity, highlighting the underrepresentation of transgender individuals in various roles. The overarching message is to communicate that skincare is for everyone, irrespective of gender and to encourage individuals to break free from societal norms, embracing their true selves. The campaign strives to inspire others to challenge societal constraints and foster a more inclusive and accepting environment.

Which agency has conceptualised the ad? Why did you choose them?

We have conceptualised this ad in-house. The video production company called ‘Three Films’ and the director Shikha Makan have managed the shoot of our DVC.

How do you intend to influence the consumers with this campaign?

The goal is to represent the trans-gender community and communicate our strong beliefs in inclusivity. We believe that conscious consumers of today connect with brands which stand for what they believe in. We are happy to state that we have been consistent in our approach in our communication. Through our various campaigns including Being Equal, Just Empower One or our sponsorship with WPL, we have expressed our brand beliefs on gender equality and inclusivity over years. We are proud to see that our latest campaign featuring Sushant Divgikar has generated positive responses.

Which are the mediums you will advertise on and why?

We are focusing on digital and social media platforms – Facebook, Instagram and YouTube for targeted reach on these platforms. We are also collaborating with online influencers who share similar beliefs on inclusivity and are vocal about it. Our ongoing influencer marketing campaign has started with Bollywood actors and A-list influencers Ritesh Deshmukh, Wamiqa Gabbi, Saba Azad and Fatima Sana Shaikh and others in the pipeline.

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