NEW DELHI, INDIA — Today’s woman is looking for something new every day. She, herself, dons many hats and plays many roles through the day. And in light of that, her beauty, wellness, and skincare needs also change with her ever-changing personas. For such a woman, there is a need for a never-ending range and all that the beauty world has to offer- in products, in deals, in benefits, and in attitude.
Boddess is a beauty aggregator and the latest offering from the stable of House of Beauty. Saatchi & Saatchi Propagte has partnered with Boddess to create brand awareness through a digital film with their ambassador Bhumi Pednekar. The key task was to showcase how Bhumi is the embodiment of Boddess, inspiring people to get connected to an aspirational platform for Beauty, Wellness, Skincare while building trust with the audiences to consider Boddess as their one-stop-shop beauty destination for all beauty needs and being able to build an emotional and personal connection with the brand.
The campaign came from the thought that women today see themselves in the plural, where defined lines are dead and multiplicity of character and roles takes the fore. The campaign and resulting digital film were created around the core thought of #IAmMany- an explosion of sensorial experiences loaded with experiences curated from all corners of the world. It seeks to position the Boddess platform as one that satiates a woman’s desire to explore something new every time, promising the joy of discovering all that the beauty world has to offer in products, in deals, in benefits, and in attitude.
Commenting on the initiative, Ritika Sharma, Founder and CEO, House of Beauty, said, “We are delighted to announce our first-ever digital campaign ‘I AM MANY’, especially because it beholds the central tenet of the brand. The driving force of Boddess is the inspiration of building a community that encourages empowered womanhood. Through this campaign, we aim at disintegrating the ‘you can be either this or that’ narrative, and we will be focusing on celebrating different versions of oneself. At Boddess we aim to inspire one to explore, be creative, and flirt with beauty every day. Within this concept of diversity in individuality, the campaign envisions to create an impact through disruptive storytelling and engage effectively with customers”.
Sharing the creative standpoint, Ishan Mehta, Sr. Creative Director, Saatchi & Saatchi Propagate added: “No woman likes to be pigeonholed. If she wants, she can be a tomboy today, a prima donna tomorrow, and a goddess the day after. Boddess’ premium range of beauty products simply acts as the perfect enabler. This gave rise to the campaign thought, #IAmMany. Having an artist as versatile as Bhumi only made our job easier.”
Adding her views, Charu Chopra, Associate Vice President, Saatchi & Saatchi Propagate said: “Working for a brand that is built on the principles of encouraging empowered womanhood has been a delight. #IAmMany defines not just the women of today- embracing herself unconditionally for who she is, every single day, in every single role she plays; but also captures the essence of the brand- a platform for you to explore something new every day be it be global brands, deals, offers, consultations.”
Team: Ritika Sharma, Mansi, Sutapa Chatterjee, Harman Kaur
Agency: Saatchi & Saatchi Propagate
Team: Charles Victor, Sabah Iqbal, Ishan Mehta, Charu Chopra, Ankita Shikhare
Production House: Opticus Inc
Producer: Sharan Thomas
Director: Anna Joseph