Results

Matchmaking in India; the sacred journey of finding a life partner has transformed into a beauty pageant for women. Traditional matchmaking processes, meant to unite souls, instead reduce women to physical specifications, creating unrealistic standards that erode self-worth. Driven by its brand purpose, Dove introduced Mothermonials: personality-focused marriage profiles written from a mother's heart, eliminating physical attributes entirely. Partnering with the nation’s largest daily, Dove armed brides-to-be and their mothers with a Gen-AI powered tool that transformed the newspaper matrimonial section, from being heartless to being taken over with heart-touching ‘Mothermonials’. This innovation and the various interventions to drive its adoption resonated deeply with Indian women, which led to substantial increase in brand power metrics & tangible behavioural change, which are detailed below :- Consumer behaviour shift: • 1,200+ real Mothermonials created in under 30 days • 2.5 million+ visits to the Mothermonials portal Media metrics: • 133 million+ total views (2.6X planned), • 34.4 million+ reach • 22 million+ predictive keyboard interventions at critical profile-creation moments • +500 BPS Brand Awareness Brand health uplift: • +500 BPS Consideration, • +1000 BPS Brand Trials • +700 BPS Premiumness perception • +800 to +1500 BPS across Dove’s purpose-led attributes • +600 to +800 BPS uplift in Brand Power (Meaningful, Salient, Different) • +15% Purchase Intent (BLS Kantar) Thus, Dove rewired print to challenge this toxic tradition through a multi-fold intervention that provoked, educated, engaged & inspired, transforming print from a perpetrator to a catalyst for cultural change.