By K Ashwin Mobile: 09920183006 Email:firstname.lastname@example.org
Avon India, the women’s beauty brand recently launched the second leg of its pan India campaign ‘#PayAttention’ on Mother’s Day. The campaign aims to raise awareness on breast cancer, a cause supported by six million independent Avon Representatives worldwide since the last 25 years.
The campaign was well received by the audience and has been stirring conversations in the media fraternity. Social media platforms like twitter, facebook, Instagram has been buzzing with the AVON #PayAttention campaign as renowned celebrities from Bollywood and Youtubers have come forth to join AVON in this novel approach.
Over 60 influencers and celebrities (actors, musicians, writers, film directors) have engaged with our content and have supported the brand to spread the word organically contributing to a PR value of 1.75 crores INR or 2,69,000 USD in just the first 2 days.
Over 70% of these names were not a part of the last campaign but have connected with Pay Attention 2.0 which is an indicator that the campaign is gaining traction. The campaign achieved a reach of 151.8 million across social media. Currently Twitter accounts for 148 million reach , FB for 2.1 million and Instagram for 1.7 million. This is also a 28% higher reach than the digital first week reach of last year’s campaign.
It was heartwarming to see Manisha Koirala help AVON spread the word who is a cancer survivor herself. The shout out from her was definitely a boost for the campaign. Other celebrities who have shared or supported the campaign include film actors like Arjun Rampal, Anupam Kher, Bhumi Pednekar, Manoj Bajpayee, Nargis Fakri, Soha Ali Khan, Neil Nitin Mukesh, Raima Sen, Richa Chaddha, Urvashi Rautela, Tushar Kapoor, Vickey Kaushal, Sonu Sood, Ekta Kapoor (India’s biggest TV producer), Kushal Tandon, Ronit Roy Tanisha Mukherjee, MTV VJ Varun Sood and Raghu Ram.
Indian music personalities, composers and singers have also stepped out to give us a shout and praise the campaign thought and Breast Cancer Initiative. They include Daler Mehndi, Diljit Dosanjh, Jassi gill, Shaan, Raftaar, Salim Merchant, Vishal Dadlani and Guru Randhawa.
Leading radio personalities, politicians and media editors have also engaged with the campaign including Suheil Seth, author Durjoy Datta, Miss Malini, Chitra Subramaniam, Faridoon Shahryar, Jitesh Pillai, Logical Indian, Kanchan Gupta, Vikrant Gupta, Abhijeet Majumdar, Rohit Sardana and Abhisar Sharma. Cricketers Virender Sehwag and Veda Krishnamurthy as well as Olympian Shiva Keshvan have supported the campaign from the sports fraternity.