Lakmé has unveiled its new campaign titled #UnapologeticallyMÉ, aimed at celebrating the accomplished Indian women, in all walks of life, who unapologetically embrace fashion and beauty. The fashion brand stated that the campaign stems from a cultural truth that Indian women often grapple with – “Whenever women prioritize beauty, society diminishes them and strips them of their substance.”
Conceptualised by Ogilvy Mumbai, the campaign film features an anthem that echoes the voice of three women, shot at the Falaknuma Palace, Hyderabad.
Commenting on the campaign, Harman Dhillon, Vice President, Skin Care & Colour Cosmetics, Hindustan Unilever Limited, said, “As India’s first & biggest makeup brand & premium skincare brand, Lakmé has always taken pride in leading the narrative on fashion and beauty and is now raising the impact at this intersection. The #UnapologeticallyMÉ campaign celebrates and champions every woman’s right to pursue her passion for beauty unapologetically. It is a campaign whose philosophy will also be brought alive at the grand finale of the Lakmé Fashion Week, along with new product launches to equip Indian women to be unapologetically beautiful.”
Zenobia Pithawalla, Senior Executive Creative Director, Ogilvy Mumbai and Mihir Chanchani, Executive Creative Director, Ogilvy Mumbai, said, “To make Lakmé stand out from other beauty brands, we worked with its fashion legacy and created a world of beauty, where fashion claims pride of place. It is a world where women feel free to do what it takes, for them to look their most stunning. The world of Lakmé is one where women believe they do not need to apologise for their indulgence in the way they look. No guilt trips, no justifications. This has given birth to our philosophy – ‘Unapologetically Me.”
