While the world ‘celebrated’ Women’s Day, we celebrated her one true supporter – HER BRA STRAPS. MTV Baar Bra Dekho is a range of designer bra straps with retorts that tell people and their opinions to back off.
Role: Art Direction
The aim here was to normalise the existence of a peeking bra strap. In alignment with this notion, MTV india partnered with Dentsu Webchutney to create customised range of limited-edition bra straps to initiate and then normalise the intriguing conversation of bra straps amongst the youth.
The campaign kickstarted with the launching of the customised bra straps. The bra straps were engraved with some hard-hitting yet comic comebacks for ‘strap shamers’ like ‘Karle Judge’, ‘This is Neon of your Business’, ‘Ghoorna Mana Hai’, and many more.
Our designs encapsulated the element of eyes and “stared back” at everyone who looked at it.
Translation of the lines:-
1. Stare, but with pride
3. Evil eye, evil heart
4. Now see the size of my heel
6. Miss Savagery
7. 21st Century Alert
1. Stare, but with pride
3. Evil eye, evil heart
4. Now see the size of my heel
6. Miss Savagery
7. 21st Century Alert
PR/News Coverage:
https://campaignbriefasia.com/2020/03/19/mtv-india-and-dentsu-webchutney-launch-baar-bra-dekho-campaign-with-customised-bra-straps/
https://www.adgully.com/this-women-s-day-mtv-slams-strap-shamers-with-baar-bra-dekho-91375.html
https://www.afaqs.com/creative-showcase/tv/mtv-baar-bra-dekho
https://brandequity.economictimes.indiatimes.com/portfolio/Indian/TV/this-women-s-day-mtv-slams-strap-shamers-with-its-unique-campaign-baar-bra-dekho/1101
Awards & Mentions:
https://campaignbriefasia.com/2020/03/19/mtv-india-and-dentsu-webchutney-launch-baar-bra-dekho-campaign-with-customised-bra-straps/
https://www.adgully.com/this-women-s-day-mtv-slams-strap-shamers-with-baar-bra-dekho-91375.html
https://www.afaqs.com/creative-showcase/tv/mtv-baar-bra-dekho
https://brandequity.economictimes.indiatimes.com/portfolio/Indian/TV/this-women-s-day-mtv-slams-strap-shamers-with-its-unique-campaign-baar-bra-dekho/1101
Awards & Mentions:
Kyoorius 2020 Baby Elephant: MTV Baar Bra Dekho (Innovation in Direct Marketing Communications) | MTV Baar Bra Dekho (PSA: Cross Platform/ Integrated)
Gold: MTV Baar Bra Dekho (Best Use of Integrated/Mixed Media) | Finalist: MTV Baar Bra Dekho (Television - Cinema in Beauty/ Health/Fashion)
