Challenging the idea of an Independence Day.
Challenge
Amway India, a multi-level marketing company wanted to celebrate India’s Independence Day while championing the cause of financial empowerment of women.
Insight
A nation’s independence day is not the same as an individual’s independence day.
Idea
“The Independence Day of My Dreams” reflected that the day when a woman gets her financial independence is when she truly achieves independence.
Execution
We crafted a film featuring three women from different life stages who had found their independence through Amway’s business model. These women ferociously pursued their dreams and fulfilled them because they were financially empowered.
Brand
Amway
Campaign
The Independence Day of My Dreams
Agency
HyperCollective
Role
Creative Director & Writer