The reason behind my selection of this brand come from an article I came across a few months ago. The piece highlighted the increasing vulnerability of young people in India to depression and heightened stress levels, which are reaching alarming levels. Unfortunately, this has led to a rise in suicides, as individuals struggle to combat their depression without adequate support. The scarcity of available assistance worsen the issue, with many individuals remaining unaware of self-help apps. Even for those who are aware, there is often a lack of brand recall.
Duration of the Campaign: 3 Months
Brand Personality - Welcoming, Friendly, Calm, Honest, Down to earth and Positive
The Tone of Voice of the Brand - Casual, Calm, Slightly Quirky, Measured and Authentic
Customer Persona - 16 - 45 yrs
A modest amount of anxiety is acceptable in certain situations, such as feeling pre-trip jitters or experiencing wedding night nerves. However, when anxiety consistently escalates in your everyday life, impacting your work, relationships, and studies, it leads to stress and can result in various health issues. This is closely tied to your mental well-being. The campaign's objective is to encourage individuals to recognize the importance of addressing their anxiety and stress, which can be detrimental if ignored. This issue should not be taken lightly. Therefore, all promotional materials are centered around breaking the curse of anxiety and managing it through the practice of Headspace meditation. Embrace a life free from this curse and enjoy a happier existence.
Key Message across channels -