New Delhi: Amway India, the country largest direct selling FMCG company, recently released an emotionally captivating digital campaign titled ‘Don’t Limit My Attitude’. Developed for Attitude, an entry-level premium beauty brand for the Indian youth, the campaign marks Amway’s 20th year anniversary in India. The film pays tribute to the resilience and achievements of successful and ambitious Indian women who believe in progress and self-growth.
Celebrating stories of inspiring women who have broken societal shackles to live their lives on their own accord, the film exemplifies the essence of Amway’s vision of empowerment.
Speaking about this new campaign, Mr. Sundip Shah, Chief Marketing Officer, Amway India, said, “India is slowly but surely embracing the power of women in shaping a society and contributing to the economy’s growth. Amway is a firm believer and supporter of women empowerment and an equal opportunity player. We are proud to have more than sixty percent of our direct sellers constituting women entrepreneurs and humbled by their passion and commitment to entrepreneurship. The new digital films are reflective of Amway’s vision through our brand ‘Attitude’ which celebrates the young women of today. They are a testimony to our brand’s commitment to promote entrepreneurial spirit and celebrate those who have challenged stereotypes and risen above the ordinary.”
The campaign comprises three short films and highlights different women in different roles, addressing stereotypical situations with their overarching demeanor and passions, and carving their own success path. The film showcases everyday life commentary associated with women and weaves the brand in with its positive interpretation of it. The films touch a chord and connect with the audience, urging them to bring about a positive change through their attitude.
Anisha Sharma, Category head, Beauty & Personal care, Amway India added, “The campaign instils confidence amongst all the urban Indian woman of today who knows what she wants and also knows exactly how to achieve it with aplomb. Through these stories, the film aims to draw consumers’ attention to the societal perception against women who are dictated by norms set for them by others. We want to build a community of energetic and passionate women who are ready to unleash their full potential. It is heartening to see the positive response to the film, and how it has resonated with our audience who clearly endorse our film’s intent and message.”
The films are targeted at women in the age group 20-40 years, and have been conceptualized by Law & Kenneth Saatchi & Saatchi. The first film opens with a woman who is an architect and works relentlessly towards building a better living for the society. The idea highlights that women should nurture their creative skills to build a better world. The second film demonstrates the fact that women today are self-sufficient and more than capable to choose their life partner. The third film demonstrates a woman who grew up to understand that women belonged in the kitchen, but turned this negative thought into a business proposition for herself with her positive attitude.
Attitude is a premium skincare and cosmetics brand especially targeted at Indian youth who believe that ‘Beauty for her is more than just a pretty face. Her personality & Attitude defines it’. Attitude offers a range that takes care of one’s skin and offers a bold definition of colors that makes one stand ahead of others. Its portfolio offers variety of skincare products like Cleanser, Toner, Moisturizer, Sunscreen Lotion, Face Wash, Face Masque, Hand and Body Cream, Foot Cream and the newly launched Be Bright range of products.