Durga In Every Home - Navratri ad campaign by The Wadhwa Group
Navratri was around the corner and The Wadhwa Group wanted to establish an emotional connect with the prospective women buyers. Mumbai’s premium developer, The Wadhwa Group had done some creative women empowering campaigns on Women’s day in the past. The Group believes that one cannot establish a strong connect with its consumer by doing just one creative campaign a year. So, we at NetBiz, thought of coming up with yet another woman empowering campaign that initiates a dialogue within the society. Read more for insight.
There has been a visible rise in number of women home buyers in recent past. Also, we at NetBiz noticed that for one of Wadhwa’s flagship project The Address, there were more website enquiries from females than males. There is a 5 per cent surge in the representation of women in the 100 best companies in India this year and 11 per cent surge in women workforce at entry levels. No real estate company is targeting women buyers which form 30.55% of work force among the best 100 companies in India.
People visit temples and pandals during Navratri to seek blessings of Goddess Durga, asking for strength to overcome the troubles and to battle their demons of everyday. However, one often fails to notice a similar display of battles fought by the working women around them. Durga Devi’s battle with Mahishasura lasted for 9 nights and 10 days. However, there are everyday battles which a woman faces, and she overcomes the demons of present world fighting all stereotypes. Objective of the campaign was to encourage and empower women buyers to consider themselves independent to take on any major decision.
The target audience for the campaign were working class women and men. The video showcases the everyday battle which a working-class woman faces and how she balances her work and home battling all stereotypes. There is no woman protagonist used in the video and random shots of women are used depicting women at various social and life stages. “The campaign does not try to ride on the recent #MeToo feminist activities which is currently making the news. However, it’s a conducive environment where people are more receptive to an empowering communication only making it more effective”, says Nitiket Vejre, Associate Sr. Manager at NetBiz
Social Strategy: As a strategy, we continue building on the content and do not leave any topic midway only for a specific campaign. In 2017, we did a campaign on women’s day with testimonials of women homebuyers. In 2018, we did Women channel partner video (Voice of Change) showcasing the challenges which women Channel Partners face in a male dominated industry and how they overcome them demystifying the potentials of their counterparts. Taking our strategy forward, Durga Pooja or Navratri gave us another opportunity to come up with yet another empowering concept.
Conceptualized by Nitiket Vejre – Sr. Account Manager. Executed by Hasan Kazi & Darshana Borhade –
Social Media Associates and Purva Bhosale – Client Servicing. Video creation by Onkar Birajdar. Script by Sonia Karandikar, copywriter and Nitiket Vejre. Content & Video Strategy by Manjula Sehgal and Sachin Rajan