MAM

Ms.Taken’s 'Happy Whatever' creates a storm

MUMBAI: Every year, as March 8 approaches, the world goes into overdrive with women centric messages, celebrate women, pamper women, offers for women and yes some do remember to empower women. To cut through the clutter, Anjana Reddy of Ms.Taken felt the best way to say something without just talking about it. Along with her team and agency partners the campaign Happy Whatever was conceptualised, created and amplified, to deliver the message that it is time to stop simply talking.

The idea behind the campaign is a simple fact - each year society at large would talk about the cause, talk of their support, talk of a few initiatives and it ends there. With Happy Whatever, the idea was to talk of this and communicate it without speaking a word.

As a brand Ms.Taken targets aspiring women, full of dreams; looking forward to a life different from her mother’s. She is aware of where she comes from but has the courage to explore the world. She is willing to accept the criticism of the traditionalist as she bends some of the rules of the society.

Universal Sportsbiz CEO Anjana Reddy said, “This year for Women’s Day I wanted to make a strong statement – don’t patronise women because it is women’s day and just talk and talk about putting women up on a pedestal. Do something more. Act against all the negativity and violence towards women, then women’s day can be celebrated with real meaning."

For Kriti Sanon, chief stylist, Ms. Taken, being the face of the campaign was not just another assignment. She believes strongly in the cause and said, “I have never understood the concept of celebrating womanhood & giving respect to women on one day in the whole year. What about the other 364 days? Moreover, it’s more important to make this country safe for women so incidents like the ‘Bangalore molestation’ never ever happen again."

With 44 million impressions, Happy Whatever created huge noise online and was a talking point across a lot of media too for the different approach to a women’s day campaign.

Conceptualised by the Ms.Taken team in association with Fisheye Creative who made the video, the campaign was amplified on social platforms by Media Moments.

Fisheye Creative creative head Orko Basu said, "Clearly, it was something that needed to be said, as is evident from the global response." Media Moments founder-director Poonam Ganguly said, “Being a strong believer in actions speaking louder than words, my team and I are proud to be associated with the cause the video represents.”

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/10/20/asci.jpg?itok=qSjtPfhc
ASCI announces Covid-2019 advertising advisory

MUMBAI: The Advertising Standards Council of India (ASCI) has directed brands to ensure that their adverts do not proliferate unsubstantiated claims related to Covid2019 that mislead and misinform the people. The self-regulatory industry body has issued a new set of guidelines on Covid2019-related...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/10/20/tam_media.jpg?itok=R39V8HmK
TAM Media Research launches Crisp

NEW DELHI: TAM Media Research has launched CRISP (Consumer Reviews & Influencer Sentiments for Brand Performance) -a robust, intelligence analytics tool to help decode consumer sentiments in the Indian marketplace. The product is specially crafted for marketers to gauge and understand the...

MAM Marketing Brands
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/10/20/durga.jpg?itok=MXXqQEG1
Sunlight, SVF Brands launch #SunlightJibonerRong campaign for Durga Puja

KOLKATA: Amid the Covid2019 pandemic, Hindustan Unilever’s detergent brand Sunlight has launched a new campaign telling people that they can make the best of present circumstances, enjoy the Durga Puja festivities and live life in colour. Conceptualised by Mindshare India and SVF Brands, the #...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/10/20/jolly_llb.jpg?itok=n2rpRD2l
Law college apologises for Suits vs Jolly LLB 2 ad

NEW DELHI: Last week, readers came across a curious ad on the front page of The Times of India’s Bhopal edition. The print advert by Indore Institute of Law drew a comparison between two fictional characters Harvey Specter from American TV series Suits and Akshay Kumar from Jolly LLB. It bore the...

MAM Media and Advertising People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/10/20/mirzapur2.jpg?itok=u7vxAp-1
Vivo teams up with Mirzapur2

EW DELHI: Mirzapur season 2 is all set to stream on Amazon Prime Video and viewers are eager to binge-watch the show after the previous season closed on a cliffhanger. To leverage the series’ immense popularity and connect with Indian audiences, smartphone maker Vivo is tying up with Mirzapur. The...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/10/20/durga_puja-ooh.jpg?itok=w6tqFyw4
Will OOH industry see a revival during Durga Puja?

KOLKATA: Even with Dashami a week away, the city of Kolkata lacks lustre. The usual crowd of revellers who throng the streets, flitting from one pujo marquee to another, is significantly smaller. There are fewer lights, fewer billboards, and fewer hoardings. The number of pandals has also reduced...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/10/19/tanuu.jpg?itok=DQUatuny
HomeLane elevates Tanuj Choudhry as co-founder and COO

NEW DELHI: Home interiors brand HomeLane has elevated Tanuj Choudhry to co-founder and chief operating officer. In his new role, Choudhry will be responsible for managing the brand’s overall business operations and driving long term growth strategy. The announcement was made by Srikanth Iyer, co-...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/10/19/bluew.jpg?itok=bgUrXWIe
Blue Dart ropes in Network Advertising as its creative & media partner

MUMBAI: Blue Dart has roped in Network Advertising as its creative and media partner to showcase the firm’s capability and edge across express logistics.   The agency has launched a series of adverts highlighting how the logistics provider has ensured non-stop service even in the midst of the...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/10/19/anshuman.jpg?itok=gLaA393c
ANSHUMAN MISRA IS NEW PRESIDENT OF SHOWT

Showt Limited, the creators of Showt (“Shout”), the world’s instant global voting platform, having its global launch Q1 2021 in India, has announced that Anshuman Misra will become President of Showt Limited, starting today.

MAM Marketing MAM

Sign up for our Newsletter

subscribe for latest stories

* indicates required