Challenge
Women in India face sexism everyday. Society throws discouraging questions and taunts at women at every stage of their life which keeps them from realising their potential.
Approach
Despite deep rooted expectations and challenges that hold women back everyday, there are female role models around us who are achieving great feats. Our campaign for Google Voice Search features Nikhat Zareen, Kiran Dembla, Prachi Shevgaonkar, Sriya Lenka and aims to capture the authentic life journeys of these inspiring women, building on the insight and landing the brand idea - ‘Bolne se sab hoga’ (‘Speaking will make everything happen’).
These 4 films are a reflection of their life stories, executed through the juxtaposition of “Logon ne kaha” (“People said”) which is the echoing voice of society that tried to hold them back, and “Maine bola” (“I said”) their own voice that kept searching for their unique dreams and aspirations till they were answered with the help of Google Voice Search.
For this campaign, we also created 5 shorter films featuring incredible Indian women achievers in their respected fields, from across the country. This was further supported with extensive campaign static banners, product films, animated banners, glance creatives and L bands - with regional language adaptations for all of the above.
Results
72 hours post-launch there were 21.1K conversations with 99% positive sentiment
The films were organically picked up by prominent national media which has lauded Google for bringing to life inspiring stories of women breaking societal barriers through Google Search.
