Naari is the Women's Day celebration of the K.J. Somaiya College of Engineering. In it's 4th edition at the time, the past iterations had seen the event go from a small scale event with a rather small audience, to one with reach beyond the boundaries of the college. Our objective with this event was to continue the legacy of the past years with Naari and develop on it.
Our focus for branding for this event lied in the social media. The aim was to reach as many people as possible, and make the concept of a women's day celebration event more personal and more anticipating than it would be deemed otherwise.
When we were brainstorming for the kind of campaign we wanted our Women's Day Celebration to be associated with, the idea for audio-notes came to mind. Static images can only do so much to express emotions, and we believed that a template that would make the audio and the emotions of the person speaking at paramount importance would be ideal.
Thus the shift from the pink hues to a gray scale palette followed for this campaign.
The video campaign, named after the theme of the event, Step In Her Shoes, gathered a lot of attention in and around the college, and made the event and the celebration more personal to women, after all, these videos spoke of things that women faced every day, from major problems like groping and stalking to the more subtle stereotyping and gender role dictation.
