Raising the underarm deodorant issue

17 Jan,2013

By A Correspondent


Retail-media network Aurora Comms, or ‘A Comms’, used in-store mannequins to address the particular problem of underarm exposure among Indian women, in Hindustan Unilever’s campaign targeting upwardly affluent females for Dove’s ‘whitening deodorant’ promotion.


For the campaign, a mannequin was set up in the women’s western wear sections of Central Stores and Shoppers Stop locations across the country. This is on a podium and the mannequin wears a white top with one arm raised. To highlight the ‘no more dark patches’ communication of the deo, this podium is lit up and a cut-out of the product and model placed next to it.


On the same floor as the mannequin setup, the women’s trial rooms are branded with the promotion too, and the doors and mirrors carry the same visuals as the one next to the mannequin.


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