Ad Campaigns
Marketing, the Dove way!
MUMBAI: There has been some exemplary advertising from Dove from the house of Unilever for over a decade now. The brand has endeavored to define beauty in a meaningful manner through its communication strategies.
The latest is a digital film which goes on to say that “Beauty is just a state of mind”. It features a two week-long social experiment by New York Times bestselling author, psychologist and body image expert, Dr Ann Kearney-Cooke, inviting women to wear a custom-made ‘beauty patch’ to help them feel more beautiful. The ladies give personal accounts of how the patch variously made them feel ‘more confident’, ‘refreshed’ and so on. At the end of the experiment, the patch is revealed to contain nothing, proving that beauty is more than just skin deep. Not surprisingly, the film which is running on YouTube garnered more than 15 million views within one week.
Not just the digital film but most of Dove’s advertising carries significant marketing lessons for other beauty brands. Here’s looking at some of them…
Stories win hearts
Advertising with a strong storyline always works. Consumers connect with a product line if it is endorsed by people with a story. Dove has successfully taken care of this aspect locally and globally.
Be constant
For people to remember advertising, it is essential for brands to be consistent in the way they project their ideas through communication. Dove over the past few campaigns has gone digital and this has helped them get greater reach.
Have a clear line of thought
Projecting an idea sharply helps. One of the reasons why Dove pops up in people’s minds is that it almost always supports a strong line of thought.
Take the video route
In the age of social media, creating visual campaigns is a plus. More importantly, videos can be shared and help measure feedback instantly. Tracking the success of the campaign becomes that much easier, and Dove seems to have got that right!
Use subtle marketing plug-ins
While rolling out digital films, brands need to go subtle on plug-ins. Two things that work best on digital platforms are curiosity and a good amount of hype. Dove has got just the right amount of both.
Ad Campaigns
Indian Silk House Agencies launches ‘Shubho Smriti’ PoilaBoishakh campaign
Brand celebrates Bengali New Year with stories of 100 women and their saree memories.
MUMBAI: Indian Silk House Agencies has woven a beautiful new story for PoilaBoishakh, one stitched together with memories, emotions, and the timeless elegance of a saree. The leading saree retailer has unveiled ‘Shubho Smriti’, a digital-first campaign that brings together the voices of 100 women sharing their personal celebrations of the Bengali New Year. The campaign highlights how the saree remains an essential thread in these evolving traditions, from daughters gifting their mothers after years of quiet sacrifice to sarees passed down through generations carrying decades of love.
Indian Silk House Agencies CEO Darshan Dudhoria said, “What gives any tradition its relevance over time are the memories people attach to it. For over five decades, we have been closely connected to this cultural fabric. This campaign came from a simple intent to listen to these stories of our customers and bring them together.”
To mark the occasion, the brand has launched a dedicated PoilaBoishakh collection featuring handwoven textiles such as Matka silk and Jamdani, along with classic reds and whites, softer seasonal hues, and brighter options. The collection starts at ₹999 and is now available online and in stores across Eastern India.
By blending cultural nostalgia with contemporary storytelling, Indian Silk House Agencies has created more than just a campaign, it has turned personal memories into a shared celebration of tradition, emotion, and timeless style.
This PoilaBoishakh, the brand reminds us that the most beautiful things in life are often the ones we weave into our own stories, one elegant drape at a time.
