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Central’s new Insta-web series says #WomenWearItBetter

The web series attempts to break the stereotypes faced by women.

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New Delhi: Women’s Day is all about celebrating the true essence of being a woman. To capture the same, Central has released a campaign called #WomenWearItBetter this Women’s Day.

Crafted by digital and influencer marketing agency NDMPL, 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 better when it comes to gauging a situation, accepting challenges, fulfilling dreams, and achieving aspirations with confidence, sass, and style. The web series attempts to break the stereotypes 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. The dedicated handle also addresses and amplifies the attitude that makes every woman a winner.

Future Group digital marketing head Pawan Sarda said, “Central as a brand has always been connected with the youth and therefore on the occasion of Women’s Day, we wanted to re-inculcate a sense of pride into every woman's mind, while at the same time not veering away from our primary offering - fashion.”

NDMPL director Natasha Saraogi, who spearheaded the campaign, remarked, “Usually, Women’s Day conversations are lost in the age-old talks about independence and feminism. 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.”

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