Dove’s #TheBeautyTestStopsWithMe campaign garners 133Mn+ views
SPOTLIGHT | Sep 20, 2024, 06.50 PM IST
Dove’s third instalment of #StopTheBeautyTest campaign has received widespread encouraging response and support from celebrities, content creators and audiences alike. The campaign introduced ‘Mothermonials’ – a meaningful effort to re-look at conventional matrimonial ads through real-life stories of four mothers across India. By pledging that #TheBeautyTestStopsWithMe, the mothers urged audiences to let go of appearance-based parameters in biodatas and matrimonial ads, like height, complexion, and weight, that impact women’s self-esteem.
Celebrities and creators step forward in support
Celebrities like Soha Ali Khan also supported the intent of this campaign and said, “When I saw Dove's film against matrimonials that judge women solely on appearance, I knew I had to be part of this movement. As a mother, I refuse to let my daughter's worth be reduced to her height, weight, or skin colour. The 'Mothermonials' campaign resonates deeply with me because it celebrates our girls for who they truly are – their intellect, kindness, and achievements. It's time we redefine beauty standards and stop these regressive practices. I'm proud to stand up for all daughters and say #TheBeautyTestStopsWithMe.”
Popular internet influencer, Dolly Singh, added, “Collaborating with Dove on their ‘Mothermonial’ campaign was extremely special because I got to do that with my mother who, to my surprise, had the most fun. The campaign in itself holds such a beautiful thought at its centre and it was just fulfilling working on it from the script to the video. Dove is always coming up with some amazing, thoughtful campaigns every year so it was exciting to join them in their mission and spread such a wonderful message to all the women in my audience.”
Another popular influencer, Sakshi Sindhwani, said, “Working with Dove is always a surreal experience because their values align so closely with mine. This campaign was incredibly well-executed, sparking meaningful conversations. Matrimonials are so relevant in our country, yet not often discussed in urban circles. For Dove to shift the narrative from 'matrimonials' to 'mothermonials' was one of the most brilliant concepts I've seen. The video I made with my mother was particularly enlightening. It showed me the power of creating inclusive content that reminds people they are beautiful, loved, and worthy, regardless of appearance. Dove is a true change-maker, and this campaign will leave a lasting legacy.”
The campaign also sparked further conversation with Sima Taparia, a renowned global matchmaker, on the beauty biases that have become part of matrimonial searches due to conditioning.
Creating content that resonates
The brand’s campaign website enables visitors to create matrimonials free of beauty biases and has received has received 1200+ signups. The campaign has recorded a staggering 133Mn+ views to-date with positive comments from audiences appreciating the new take of mothermonials.
To amplify the movement, Dove also created a filter for social media platforms, which enabled women to give new and refreshing answers to questions about height, weight and complexion.
In partnership with The Times of India, Dove also created a video inviting three duos of mothers and daughters to write matrimonial ads based on a sample ad. While the mothers created conventional matrimonial ads similar to the references given, the daughters brought in a new-age perspective in their ads. Through this activity, the duos realised how conditioning over the years had impacted the mothers in writing a matrimonial ads for their daughters.
Dove’s effort to nurture women’s self-esteem
Through the campaign films, filter and digital content, the #TheBeautyTestStopsWithMe campaign urges audiences to re-write matrimonials in the form of mothermonials, devoid of parameters such as height, weight and complexion. Through such campaigns, Dove aims to inspire audiences to make the matchmaking process free of beauty biases that impact women’s self-esteem.
Dove’s mission is to inspire women everywhere to develop a positive relationship with the way they look and realise their potential for beauty. Through the Dove Self-Esteem Programme in partnership with UNICEF, Dove also continues to drive grassroot level changes by delivering education to young boys and girls in schools about body-confidence to help young people form healthy friendships, overcome body image issues, and be their best selves.
Disclaimer: This article has been produced on behalf of Dove by Times Internet’s Spotlight team.
Celebrities and creators step forward in support
Celebrities like Soha Ali Khan also supported the intent of this campaign and said, “When I saw Dove's film against matrimonials that judge women solely on appearance, I knew I had to be part of this movement. As a mother, I refuse to let my daughter's worth be reduced to her height, weight, or skin colour. The 'Mothermonials' campaign resonates deeply with me because it celebrates our girls for who they truly are – their intellect, kindness, and achievements. It's time we redefine beauty standards and stop these regressive practices. I'm proud to stand up for all daughters and say #TheBeautyTestStopsWithMe.”
Popular internet influencer, Dolly Singh, added, “Collaborating with Dove on their ‘Mothermonial’ campaign was extremely special because I got to do that with my mother who, to my surprise, had the most fun. The campaign in itself holds such a beautiful thought at its centre and it was just fulfilling working on it from the script to the video. Dove is always coming up with some amazing, thoughtful campaigns every year so it was exciting to join them in their mission and spread such a wonderful message to all the women in my audience.”
Another popular influencer, Sakshi Sindhwani, said, “Working with Dove is always a surreal experience because their values align so closely with mine. This campaign was incredibly well-executed, sparking meaningful conversations. Matrimonials are so relevant in our country, yet not often discussed in urban circles. For Dove to shift the narrative from 'matrimonials' to 'mothermonials' was one of the most brilliant concepts I've seen. The video I made with my mother was particularly enlightening. It showed me the power of creating inclusive content that reminds people they are beautiful, loved, and worthy, regardless of appearance. Dove is a true change-maker, and this campaign will leave a lasting legacy.”
Creating content that resonates
The brand’s campaign website enables visitors to create matrimonials free of beauty biases and has received has received 1200+ signups. The campaign has recorded a staggering 133Mn+ views to-date with positive comments from audiences appreciating the new take of mothermonials.
To amplify the movement, Dove also created a filter for social media platforms, which enabled women to give new and refreshing answers to questions about height, weight and complexion.
In partnership with The Times of India, Dove also created a video inviting three duos of mothers and daughters to write matrimonial ads based on a sample ad. While the mothers created conventional matrimonial ads similar to the references given, the daughters brought in a new-age perspective in their ads. Through this activity, the duos realised how conditioning over the years had impacted the mothers in writing a matrimonial ads for their daughters.
Dove’s effort to nurture women’s self-esteem
Through the campaign films, filter and digital content, the #TheBeautyTestStopsWithMe campaign urges audiences to re-write matrimonials in the form of mothermonials, devoid of parameters such as height, weight and complexion. Through such campaigns, Dove aims to inspire audiences to make the matchmaking process free of beauty biases that impact women’s self-esteem.
Dove’s mission is to inspire women everywhere to develop a positive relationship with the way they look and realise their potential for beauty. Through the Dove Self-Esteem Programme in partnership with UNICEF, Dove also continues to drive grassroot level changes by delivering education to young boys and girls in schools about body-confidence to help young people form healthy friendships, overcome body image issues, and be their best selves.
Disclaimer: This article has been produced on behalf of Dove by Times Internet’s Spotlight team.