Project Eve launches ‘Soft is Powerful’ campaign for Women’s Day

Project Eve has come with a campaign Soft is Powerful. To celebrate International Day and being a brand by women and for women, Project Eve envisaged that that the celebration needed to come from a place personal to the brand, something one would take real pride in. This meant celebrating every woman for all her strengths and putting a smile on her face.
 
“The power of music to strike the right chord never goes out of fashion. Add to that the charm of fact over fiction and personalization over carpet-bombing and you can create cost-effective, content-smart ideas. While the charm of heavily produced content still causes thumbs to stop, we're living in an age where simplicity and authenticity have more power than ever before. With such a hungry and dynamic customer environment, it's important to earn the attention of an audience by connecting, creating, and contributing," said Joono Simon-Founder of Brave New World, the agency behind the campaign. 
 
Extending the brand’s celebration of these qualities, Brave New World designed Songs for the Strong, a Women's Day campaign where a platform was given to tag the special ladies in their lives on the brand’s social handles, explaining why they are unique and what their soft strengths are.

Over the course of four days leading up to Women's Day, the best comments were hand-picked. And together with Kenishaa Francis - the Instagram-famous singer-songwriter, original songs were reproduced with lyrics inspired by comments, which included the names of the nominees and their special qualities. 

The lyrics were brought to life with tunes that suited each nominee's personality - some upbeat, some mellow and some downright charming.
 
The overall reach across social platforms is 11,67,392 with 41,625 total engagements over 2,29,543 video views and counting.