Max Fashion’s ‘YouAreSoBeautifull’ aims to celebrate womanhood this Women’s day
Max Fashion releases its new campaign, ‘YouAreSoBeautifull’ to celebrate the journey of womanhood this women’s day. With the launch of this campaign, Max Fashion aims to celebrate the important role women play.
Envisaged by DViO Digital, the tentpole of the campaign is poetry with a short video capturing little moments, often unnoticed, that make the everyday woman what she is. The video shuffles between four protagonists, capturing the journey of an early mom, young woman in self-love, bolder counterpart, and a working professional diving into their minds to give them an expression on what makes them beautiful. Max Fashion’s celebration of womanhood doesn’t just halt at the video but relays into on-ground and online activations right from tech-enabled AR filters to social media takeovers, from brand collaborations, from digital content creation to workshops for women across 350+ stores in 60 cities Max Fashion stores.
Talking about the campaign, Senior Vice President – Marketing of Max Fashion, Jiten Mahendra says, “Celebrating women needs to be redefined from only social causes to also a revelry and jubilance of positivity and happiness. It’s the journey of womanhood that we must honor as she plays so many dynamic roles in our society. Max Fashion wants to use this initiative to be a catalyst for women to celebrate and be celebrated! We also want to make a bigger change with the vocabulary while describing someone as powerful yet having a softer side or while she is juggling work and home with ease to acknowledging the roles she plays so deftly! We collaborated with DViO Digital and Sowmya being a woman to reckon with herself, effortlessly connected with this initiative which transcends beyond this video.”
CEO & Founder of DViO Digital, Sowmya Iyer opines, “Every day is a women’s day! The choice of creative treatment was keeping in mind that small gestures of recognition and celebration have a cascading euphoric feeling. When recognized, it can have a positive impact and also a change agent for the woman and the orbit around her. This starting point of paying a compliment to women or celebrating the joie-de-vivre translated to a beautiful initiative that celebrates the journey of womanhood and the role they play in their daily life. We hope to see this spread far and wide and thank every woman who does and makes life so effortless. The initial response has been very encouraging, and we hope to only elevate it from hereon.”