We just won a Purple Elephant at 2024 Kyoorius Creative Awards for 'Watch Her Play' in the Zee Equality Award Series.
Whenever someone asks me about my favourite campaign that I worked on, I don't hesitate to name this one. Despite working on numerous large-scale, star-studded TV broadcasts, this small campaign remains closest to my heart. It's only now that after a year, we've gained recognition for it, but it's always been super close to my heart even without it, for more reasons than one. This campaign was a full on rollercoaster at every stage from planning to execution to what we expected the go "viral" vs. what really did.
1. We worked on the subject of women in sports. A topic extremely close to my heart and personality-type.
2. We were solving for a real business problem of the obvious category gender skew. And our smart-'watch' portfolio sat very well with the narrative - metaphorically and functionally.
3. Our budget was cut to one-fifth due to unforeseen circumstances, which meant losing sponsorship opportunities and having to develop the campaign in-house on a shoestring budget.
3. After days of brainstorming, the insight hit me like an epiphany: in most areas, we spread awareness to stop 'watching' women, but in sports, we were trying to coax people to watch them. And when they did pay attention to 'her' at the field it was often for the wrong reasons. And this led to the big idea of our campaign.
4. And most importantly, this was done with my favourite bunch of people, who wove magic into the campaign. From Aman Gupta and Siya Wadhawan being open to the wildest experiments to Tanya Sharma, Ayushi Arora and Aashna Suneja pulling out rabbits from thin-air like pure miracles and Ashish, Jyothika Mary and Aadika Rawal, ensuring no stones were left unturned into making this a success.
5. The KPIs of the campaign were directly sales driven. And we delivered, big with a 27% increase in purchases made by women in the category along with garnering 65 Mn impressions and 25 Mn engagement.
Sharing a little piece of our hearts with you ?? #WatchHerPlay:
