Max Fashion’s new initiative creates a strong resonance with women

With over 60 million+ views in a span of 10 days, the #YouAreSoBeautifull initiative by Max Fashion kickstarted on a high note. Using International Women’s Day as a kick-starter, the brand will be celebrating the journey of womanhood round the year through different touchpoints. With an optimistic and appreciative narrative, created in collaboration with DViO Digital it garnered positive reviews, comments, feedback and more in a short span of time.

Exclusive workshops across 350+ stores in 30 cities with 4000+ attendees, collaborations with 300+ influencers and contests across social media platforms. They launched their own AR filter that leaves one a compliment on tilting their head and got over 60 million+ video views. If numbers weren’t enough to prove the success of the initiative, the views comments sure were. 

One viewer commented “Thank you for beautiful ad you people really make amazing ad full of inspiration and make my morning really beautiful I am feel so happy after watching ad I am really…”

Another viewer commented “Really amazing and yes every woman in this world is as beautiful as the too... it’s not attitude but self-praising is necessary too” 

#YouAreSoBeautifull wasn’t just a campaign, it is an initiative that will celebrate the journey of womanhood throughout the year. It is about spreading positivity and making every woman go from feeling ‘beautiful’ to feeling ‘beautiFULL’ for who is, not limited to the stereotypical definition of beauty. Max Fashion has a lot more in store for every ‘beautiFULL’ woman out there, to celebrate her and her significance.

Talking about the campaign, Jiten Mahendra, Senior Vice President - Marketing, Max Fashion says, “Through this initiative, we wanted to celebrate the journey of womanhood in a fresh, positive manner. And the response we received from the viewers was truly overwhelming. It showed that our viewers truly resonate with the idea of #YouAreSoBeautifull. Through our collaboration with DViO Digital, we were able to have 300+ collaborations and 60M+ video views. It was a phenomenal start to an initiative that will in future reach new heights.”

CEO & Founder of DViO Digital, Sowmya Iyer opines “We women play so many roles every single day and don’t even expect appreciation for it, but the small gestures of recognition give us a truly euphoric feeling. It was great and truly encouraging to see the initiative gaining such a phenomenal response from the viewers across platforms. We hit the nail on the head with our collaborations and other online and on-ground activities and got results that surpassed even our extremely ambitious expectations.”


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