Central launches first of its kind Insta-Web Series On Women’s Day
Women’s day is all about celebrating the true essence and potential of being a woman. To capture the same, Central, along with their agency NDMPL, an established digital and influencer marketing agency, has released an interesting campaign #WomenWearItBetter this Women’s Day. The campaign consists of an immersive web series told through Instagram stories via a fresh Instagram account, Women Wear it Better!
The campaign gets its name from the insight that women are superior when it comes to gauging a situation, accepting challenges, fulfilling dreams, and achieving aspirations with confidence, sass, and style.
The story of this web series breaks the perceptions and myths faced by women; like ‘Women don’t get along with each other’, ‘A woman doesn’t like it when another woman is wearing an outfit similar to hers’, ‘a group of women is more chaos, less result’, and many more.
With every episode, Instagram users get to become an integral part of the journey by sharing their tips, thoughts and opinions with the protagonists. Users are even encouraged to share their own incidents and stories that match various stages of the story. Parallelly, the dedicated handle addresses and amplifies the attitude and poise that makes every woman a winner, and is a potential community in the making. The campaign also consists of several other innovations like confidence-boosting messages, an interesting monologue of the protagonist and BTS sneak-peeks of how the show took shape.
Pawan Sarda, who is the digital marketing head at Future Group says “Central as a brand has always been connected with the youth and therefore on the occasion of Women’s Day, we wanted to reinculcate a sense of pride into every woman's mind, while at the same time not veering away from our primary offering i.e., Fashion. NDMPL co-created, conceptualized and executed the campaign bringing this wonderful idea to life. We are proud to have together created #WomenWearItBetter.”
Natasha Saraogi, Director – NDMPL who spearheaded the campaign with her innovative and creative approach says that “Usually, Women’s Day conversations are lost in the age-old talks about independence, feminism, etc. But we chose to juxtapose the sense of confidence that women have in them with their fashion as well as their attitude, and hence came up with the idea of #WomenWearItBetter. The idea was to give the Instagram audience more with their every tap on Instagram stories, and looking at the response we can confidently say we achieved it.