Femina’s ‘Believe’ brigade is back

‘Believe in yourself’ may have become a cliché, but women’s magazine ‘Femina’ happens to ‘believe’ in using the concept in a unique way every time. As is known, in late 2005, ‘Femina’ positioned itself on the ‘Believe’ platform, with a TVC showing true stories of women from different walks of life who overcame obstacles and achieved what they wished to.

The ‘Believe’ campaign is back, albeit with a varied media mix this time. Says Anil Sanjivan, executive director, Triton (which recently bagged the ‘Femina’ business from Bates David Enterprise), “To take ‘Believe’ to the next level, we have conducted activities that empower women in some way or another, to get them to share their innermost thoughts and beliefs…in a way, their own ‘Believe’ story.”

Furthermore, a blog zone has been created on Femina’s website (www.femina.in) where women can express their views, problems, and most importantly, beliefs. “Since the launch of the blog, we have garnered around 12,436 absolute unique visitors,” reveals Asha Kharga, marketing manager, ‘Femina’.

Radio, too was roped in – ‘Femina’ and Triton partnered Radio City, and as a part of the deal, RJs picked up a ‘Believe’ topic every week, be it live-in relationships or sons learning housework, which was then debated throughout the week. Phone calls and SMSes were invited from women in order to get them to contribute their opinion. As a result, around 11,000 SMSes were collected, but more than that, ‘Femina’ found itself well equipped with real-life insights from its TG on issues that concern them.

Last week, ‘Femina’ also launched an on-ground ‘Believe Signature’ campaign. As a part of this effort, five famous women from different walks of life (Sushmita Sen, Mini Mathur, Anjali Bhagwat, Megha Kawale and Sejal Mehta) have been roped in, with each of them citing their one belief in life. For instance, Sen says: “I believe there are a million beautiful girl children in the country waiting to be adopted,” while Mathur’s conviction is: “I believe in making my choices. That's why I chose both marriage and a career.”

These believe statements were each captured in books, which were then put up in malls and multiplexes in Delhi, Bangalore and Mumbai. Women aged 25-35 (Femina’s core TG) signed up for the belief they agree with, while asserting their own convictions. “Women actually took time out to connect with our brand,” exclaims Kharga. Over the weekend, 2,700 signups have taken place. ‘Femina’ has also organised photography sessions with those respondents who contribute the best ‘Believe’ stories, and these Polaroid shots will then be used in press ads, with the true stories published alongside. This on-ground effort served a dual purpose: that of building ‘Femina’ as a brand, as well as procuring a ready database for subscription offers.

In addition to all these activities, the 2005-released commercial is currently airing on television and in cinemas to aid brand recall.

© 2007 agencyfaqs!