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Fem fulfils brides’ dreams on their special D-day

By Pray Jani - April 06, 2020

Dabur’s Fem takes up a brand building campaign through Mindwave Media Experiential Arm (Activation arm) of Vritti Solutions

In an attempt of a brand building, Fem, India’s recognized facial bleach brand, goes out to fulfil dreams of girls who can’t afford expensive make up on their special D-day. The beauty brand in partnership with Mindwave Media Experiential Arm (Activation arm) of Vritti Solutions, ideated “Fem Vivah”, a brand building concept targeted at small town and rural India where professional makeup facility was provided to poor brides on their wedding day. The objective was to create brand awareness, build an emotional connect with the customers and finally, give a product experience.

Total 11 brides were given this special treatment capturing 11 different locations of Kanpur. To make this a memorable occasion for each of these brides, a saloon was designed inside a decorated van and made a grand presence through “Dhol wala and Female promoter” who welcomed these brides. 6 beauticians were hired for the entire activity to give the best treatment to these brides along with gifts from Dabur.

The campaign resulted in an emotional connect with Fem brand, with the campaign going viral in Kanpur. The concept was spread to other parts of UP through Dabur’s efforts of making it viral over online and offline medium like social and print media.

This activity was conducted in the month of February.



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