This women’s day, Reliance Retail’s premium retail brand Project Eve honoured a woman's softer strengths: her loving nature, her graciousness, her elegance, her willpower, her tact, her drive with its content led initiative ‘Soft is Powerful’. The campaign was conceptualised and executed by Bangalore based Brave New World.
To celebrate International Women’s Day and being a brand by women and for women, Project Eve envisaged that the celebration needed to come from a place personal to the brand, something one would take real pride in. This meant celebrating every woman for all her strengths and putting a smile on her face.
"The power of music to strike the right chord never goes out of fashion. Add to that the charm of fact over fiction and personalization over carpet-bombing and you can create cost-effective, content-smart ideas. While the charm of heavily produced content still causes thumbs to stop, we're living in an age where simplicity and authenticity have more power than ever before. With such a hungry and dynamic customer environment, it's important to earn the attention of an audience by connecting, creating, and contributing," said Joono Simon, Founder of Brave New World, the agency behind the initiative.
Project Eve’s unique concept ensured that independent, sophisticated women between 25 and 40 would be treated to a destination store built to provide everything a woman would need – from clothes, footwear, accessories, cosmetics, in-house salon, personal stylist – to look and feel fabulous. Today Project Eve is going strong with 20 stores and counting across all the big Indian metropolitans.
Extending the brand’s celebration of these qualities, Brave New World designed Songs for the Strong, a Women's Day initiative where a platform was given, to tag the special ladies in their lives on the brand’s social handles, explaining why they are unique and what their soft strengths are.
Over the course of four days leading up to Women's Day, the best comments were hand-picked. And together with Kenishaa Francis - the Instagram-famous singer-songwriter, original songs were reproduced with lyrics inspired by comments, which included the names of the nominees and their special qualities. The lyrics were brought to life with tunes that suited each nominee's personality - some upbeat, some mellow and some downright charming.
On women’s day, the initiative garnered the overall reach of 11,67,392 with 41,625 total engagements, over 2,29,543 video views across social platforms.
Why did the initiative do well? Explaining the reason, Simon said, “Consumers follow brands that provide them more relevance, not just basic personalisation. They are increasingly skeptical of information offered by brands, so it was important to create content that they will want to own and share. Using personalised songs, created just for one person, the brand was able to create a public platform for women to proclaim their reasons to look up to the women in their life, who make their lives better. And for those who got tagged, this was a surprise that it was personalised to them, to make them feel proud of everything that they are doing every day.”
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