Indian women’s magazine relaunches with ‘Be unstoppable’ positive body image campaign

Femina coverAd agency DDB Mudra is behind a relaunch campaign for Indian women’s magazine Femina that re-positions the title as a supporter of a positive body image among women.

Using a new slogan, “Be unstoppable”, posters introducing the revamped mag feature actress Huma Qureshi as the cover girl for the July issue, standing behind a mannequin. Written on the mannequin is the cover line, “I don’t owe you perfection! My body, my rules.”

The July issue of the magazine, which has since the sixties sponsored the Miss Indian beauty pageant, focuses on women who “refuse to be boxed in by convention” and “someone else’s definition of perfection,” according to a press release.


Femina poster

The campaign, which targets millennial Indian women, is to run out-of-home and on bags and postcards, and will also use hashtags, contests, celebrity stories and social media, the agency says.

In the release, DDB Mudra describes its campaign as a “unique and disruptive marketing approach.”

The agency also says it plans to stage a series of “interventions” throughout the year to bring alive its “Unstoppable” message.

Venkatagiri Rao, the executive creative director at DDB Mudra West, said: “For a ‘traditional’ medium to remain relevant, and to engage with the millennial woman, a ‘traditional’ campaign just wouldn’t do. We had to think of ways to make the brand, and the magazine, a part of their always-on digital lifestyle.”

Femina bag branding

Femina bag branding

“The tagline was the easiest part. So, rather than a one-off campaign, we decided to gatecrash their digital lives through the year. With special issues led by provocative topics and covers, and accompanying activations that give the readers something to participate, protest about, play with and pass on. All held together by the tagline: Be Unstoppable. This burst is hopefully the first of many steps,” Rao said.

Tarun Rai, the CEO of the publisher of the magazine, Worldwide Media, said in the release that, over the last five decades of the magazine’s history, Femina has “been unstoppable.”

“It has always been progressive, always championed the modern Indian woman, always inspired her to achieve more and celebrated her successes,” he said.

Femina poster

Femina poster

“And Femina has succeeded and grown in stature because it has continuously changed itself and stayed relevant to its readers. In a sense Femina epitomises the journey of the modern Indian woman in the last five decades. Our new tag line ‘Be Unstoppable’ captures Femina’s belief that modern Indian women have the confidence today to live their lives on their terms and achieve more.”

The editor of the magazine Tanya Chaitanya, added: “Stop wearing that dress, it’s too short.’ ‘Stop going out so late at night, it’s unsafe outside.’ ‘Stop eating that carb-laden pasta, it will make you fat.’ How many times have we been stopped in our tracks from doing what we wanted? Every minute, I’d say. Yet as Indian women, we have gone forward and changed things around for ourselves, determined to the core. The world can pull us back as much as it wants, we intend to push back, stay ahead and kiss the sky. Ergo, Femina’s new tagline: Be Unstoppable.”

Campaign credits:

Advertising Agency: DDB Mudra West
Account Planning Team: Amit Kekre, Mehak Jaini and Neha Damle
Account Management Team: Anurag Tandon, Sandhya Seshadri and Sarita Sequeira
Creative Team: Venkatagiri Rao, Karunasagar Shridharan, Preeti Verma, Diya Sarker and Janani Ganesh
Digital Execution Partner: Foxymoron


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