Cannes Contenders 2023: Dove – The Beauty Report Card | Ogilvy Mumbai

Leading up to Cannes Lions, we showcase creative campaigns submitted from across the Asia Pacific.

Campaign Background

Ogilvy Mumbai

In 2021, Dove and Ogilvy Mumbai began a movement provoking India to confront how beauty biases are amplified during the process of finding a life partner.

The campaign showcased how the remarks deeply impacted the self-esteem of prospective brides.

Dove’s “The Beauty Card”, the second leg of the initial campaign, has shifted its focus on the root of the problem — from prospective brides to teenage girls.

The film features real girls who narrate real stories of how they have been subjected to varied beauty tests based on their appearances, thereby being rated by society on their looks instead of their intellect and aptitude.

The Work

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