Barbie inspires children to ‘Imagine the Possibilities’ with its brand campaign
See what happens when girls are free to imagine they can be anything, urges Barbie as part of its latest campaign roll-out for India. Through its campaign, Barbie brings to India its globally-lauded brand campaign,Imagine the Possibilities. The online film seeks to demonstrate how young girls broaden their horizons through imaginative play and storytelling. The video captures real reactions to young girls imagining everything they might one day become.
The video will be launched in India through a digital blitzkrieg and will further be promoted through in-cinema advertising. The video will be promoted in 118 cinemas across 9 cities during theatrical screenings of much-awaited Bollywood superhits during the Diwali weekend.
Bringing to life the concept of ‘Imagine the Possibilities’, Barbie has also associated with Helen O’ Grady International, the world's largest after-school developmental drama programme, to launch the ‘You Can Be Anything’ workshops. Through the first of its kind association, Helen O’ Grady International will introduce educational and developmental drama sessions that will focus on development of communication skills and self-expression through structured speech exercises.
With a well-structured curriculum, The ‘You Can Be Anything’ workshop will encourage imagination and creativity through improvisations; self-expression & story telling through voice skills and movement skills; self-esteem, social skills and self-confidence. Additionally, children will also be encouraged to create role play and situational play, with the aid of creative elements such as mini scripts, snippets, duologue, vox pops and more.
Lokesh Kataria, Head of Marketing, Mattel India (Pvt) Ltd., said “Role play and imaginative play is a stepping stone for children towards discovering their own passions and interests that go a long way in shaping their future personalities and aptitude. It is this insight that guides our product and marketing decisions. Over the years, Barbie has portrayed many careers right from an astronaut to a veterinarian, and Barbie playsets encourage children to explore, experiment and express. We have seen that when girls play with Barbie, they imagine everything that they can be. Through the new campaign, we aim to communicate the benefits of doll-play in encouraging children to imagine the possibilities to be anything they desire.”
The digital campaign has received immense appreciation from audiences worldwide, clocking in more than 25 million views after its global releases.
Mattel Toys has focused its efforts around the core philosophy of ‘Play with purpose’ – where each toy developed by the global leader has an intrinsic benefit linked to it. For over 58 years, Barbie has led girls on a path to self-discovery. After over 180 inspirational careers, Barbie—along with her friends and family—continues to inspire and encourage the next generation of girls that they can be anything.