Post Thumb

Women’s Day is all about celebrating the true essence and potential of being a woman. To capture the spirit, Central, along with their agency NDMPL, has launched a campaign, #WomenWearItBetter, which consists of a web series told through Instagram story space, and a dedicated fresh Instagram account, among other innovations.

The campaign gets its name from the insight that women are superior when it comes to gauging a situation, accepting challenges, fulfilling dreams, and achieving aspirations with confidence, sass, and style.

The story of the web series breaks the perceptions and myths faced by women like, ‘Women don’t get along with each other’, ‘A woman doesn’t like it when another woman is wearing an outfit similar to hers’, ‘A group of women is more chaos, less result’, and many more.

With every episode, Instagram users get to become an integral part of the journey by sharing their tips, thoughts, and opinions with the protagonists. Users are even encouraged to share their incidents and stories that match various stages of the story. In parallel, the dedicated Insta handle addresses and amplifies the attitude and poise that makes every woman a winner and is a potential community in the making. The campaign consists of several other innovations such as confidence-boosting messages, an interesting monologue of the protagonist, and BTS sneak peeks into how the show took shape.

The promo of the web series:

Pawan Sarda, Digital Marketing Head, Future Group, said, “Central as a brand has always been connected with the youth and therefore on the occasion of Women’s Day, we wanted to inculcate a sense of pride into every woman's mind, while at the same time not veering away from our primary offering, i.e. fashion. NDMPL co-created, conceptualised, and executed the campaign bringing this wonderful idea to life. We are proud to have together created #WomenWearItBetter.”

Natasha Saraogi, Director, NDMPL, said, “Usually, Women’s Day conversations are lost in the age-old talks about independence, feminism, etc. But we chose to juxtapose the sense of confidence that women have in them with their fashion as well as their attitude, and came up with the idea of #WomenWearItBetter. The idea was to give the Instagram audience more with their every tap on Instagram stories, and looking at the response we can confidently say we achieved it.”