Oziva, India’s leading clean, plant-based active nutrition brand, is trusted by thousands for their everyday fitness. Known for its wide range of nutrition products for men, women, and children, Oziva stands out in the Indian market for promoting a healthier lifestyle.
Campaign Objective
Initiating a Conversation on PCOS Awareness
The main objective of the campaign was to initiate a conversation on PCOS (Polycystic Ovary Syndrome), a disorder that causes infertility in women. PCOS affects 1 in 5 Indian women, with 70% going undiagnosed. Many suffer from skin, hair, weight, and hormonal issues due to a lack of awareness. Social taboos around infertility prevent women from discussing this health condition, even when they are suffering from it.
STRATEGY & EXECUTION
Spreading Awareness and Support with Oziva
Oziva aimed to spread awareness about PCOS and support women suffering from the disorder through an influencer campaign. They sought to encourage women to understand the condition, feel comfortable discussing it with partners, peers, family, or doctors, and follow a healthy lifestyle with good, lean, plant-based nutrition. With this motive, Oziva approached us to conceptualize and execute the #MyPCOSStory Campaign. The campaign was designed to communicate the importance of women paying attention to their bodies, empowering each other to talk about PCOS, and embracing a healthy lifestyle.
#MyPCOSStory Challenge
September, recognized as 'PCOS Awareness Month,' was the perfect time for OZiva, in collaboration with Influencer.in, to launch the #MyPCOSStory challenge. The campaign saw participation from 13 influencers across various categories who spoke openly about PCOS. Their goal was to make women aware that PCOS is not a bane. This campaign conveyed to women that, although PCOS is a condition without a cure, it is still manageable and having PCOS is okay. It aimed to empower women, letting them know that PCOS doesn't have to be the end of their story.
To amplify the message of the #MyPCOSStory campaign, influencers encouraged other women to accept the challenge and join OZiva’s initiative to spread awareness and foster dialogue about PCOS. Bollywood actress Shruti Haasan led the campaign, alongside other notable influencers such as Pooja Ramachandran, Prableen Kaur, Isheeta Yadav, and Simran Khosla. These influencers, hailing from fashion, beauty, and fitness categories, played a crucial role in reaching a diverse audience and promoting the campaign's mission.
Campaign Impact and Reach
The #MyPCOSStory campaign, driven by a diverse group of influencers, garnered significant attention and engagement. Campaign reached over 4.5 lakh people and garnered more than 3.8 lakh views. With 5,600+ actions taken, including profile clicks and hashtag engagements, the campaign successfully raised awareness about PCOS, encouraging women to discuss the condition and seek support.
