The festive season is a time of transformation.
The evolving narrative around masculinity also extended to mental health. Recognising the higher suicide rates and lack of emotional support that men often face, some brands reminded us that modern masculinity includes asking for help, acknowledging feelings, and understanding one’s limits. This aligns with the Movember movement, where men grow moustaches during November to raise awareness for men’s health issues, particularly mental health. The name “Movember” is a combination of the Australian-English word for moustache, “mo,” and “November,” symbolising not only the need to break the silence on mental health but also to foster a sense of support from women and the broader community. These campaigns serve as a reminder that addressing men’s mental health is just as important as celebrating their physical strength.
Challenge
The festive season is a time of transformation, where everyone seeks to look and feel their best. While Vega provides the essential hair styling tools, getting “festive-ready” involves a complete style evolution— from beauty to fashion and accessories. Vega needed to become the go-to brand for these festive preparations while reaching a broad audience on social media. The goal was to expand brand reach, increase engagement, and drive enthusiasm for Vega’s products through an unforgettable campaign.
Insight
“Festive-ready” means more than just hairstyling; it’s a full head-to-toe transformation. By collaborating with complementary brands, Vega could deliver a complete festive experience, making it easier for the audience to style themselves entirely for the season. Through this collaboration, Vega could extend its reach, offer even more value, and build a powerful association with the season’s spirit.
Idea
To capture maximum engagement, we launched “7 Days, 7 Giveaways” as part of the #FestiveReadyBoleTohVegaReady campaign, bringing together Vega and five other popular brands, each representing an element of the festive style: Scott Eyewear, Huts and Looms, Indus Valley, Earth Rhythm, Voylla. Additionally, we dedicated two themed giveaways to Ananya Panday’s birthday and Halloween, tying into significant cultural moments. Each day’s giveaway offered curated prizes from the featured brands, which participants could win by engaging with the posts, following the brands, and sharing their excitement on their Instagram stories. This multi-brand collaboration added variety, enhanced reach, and created an experience that combined beauty, fashion, and style.
Results
The campaign successfully positioned Vega as the essential choice for festive styling while reinforcing brand loyalty through collaborative giveaways. By providing a complete styling experience through multi-brand collaboration, Vega was able to expand its reach, tap into new audiences, and deliver a memorable, festive-ready experience that resonated with its community.
The 7 Days, 7 Giveaways campaign generated substantial traction and interaction for Vega, making it a standout moment in their social media efforts:
- Participants: Over 1,545+ entries submitted
- Reach: 6.5M+
- Impressions: 7.8M+
- Likes & Reactions: 12.3k+
- Comments: 1,925
- Shares: 1,019
- Saves: 552
