Femina dons 'Unstoppable' positioning

DDB Mudra, FoxyMoron to drive campaign

Jul 10, 2014 01:31:00 PM | Article | Campaign India Team

Worldwide Media's fortnightly Femina has unveiled its new positioning statement - 'Be Unstoppable'.
The brand will leverage digital, OOH and print channels to drive the new positioning. DDB Mudra and FoxyMoron are the agencies on the brand.
Tarun Rai, CEO, Worldwide Media, said, "Over the last five decades Femina itself has been unstoppable. It has always been progressive, always championed the modern Indian woman, always inspired her to achieve more and celebrated her successes. And Femina has succeeded and grown in stature because it has continuously changed itself and stayed relevant to its readers. In a sense Femina epitomises the journey of the modern Indian woman in the last five decades. Our new tag line - Be Unstoppable- captures Femina's belief that modern Indian women have the confidence today to live their lives on their terms and achieve more."
The new positioning was unveiled at an event in Mumbai on 9 July, with an issue featuring actor Huma Qureshi on the cover, themed 'My Body, My Rules'.

Speaking with Campaign India on the new positioning, Rai added, "Over the past five decades Femina has had taglines starting from 'The Woman of Substance' to 'Believe' to the more recent 'Be All the Woman You Are' to the current one, 'Be Unstoppable'. Our recent positioning seemed like a natural progression. As we saw today there are a lot of inspiring women who should be role models for a lot of women in the country. Our positioning has always been the same, which is to act as an inspirational beacon, friend and a guide for the modern Indian woman. So the expression of that positioning may keep changing but the essence remains the same. Its also important to note how Femina is reaching out to women not just through the magazine but also through events like this, social media, digital, its website. And I'm very happy that we're reaching out to more young women today that we were ten years ago or five years ago, thanks to digital and social media."

Tanya Chaitanya, editor, Femina, said, "'Stop wearing that dress, it's too short.' 'Stop going out so late at night, it's unsafe outside.' 'Stop eating that carb-laden pasta, it will make you fat'. How many times have we been stopped in our tracks from doing what we wanted? Every minute, I'd say. Yet as Indian women, we have gone forward and changed things around for ourselves, determined to the core. The world can pull us back as much as it wants, we intend to push back, stay ahead and kiss the sky. Ergo, Femina's new tagline: Be Unstoppable." 
She added, "Femina has decided to create a platform for conversations across print medium, the online space and social media giving every woman a chance to voice her opinion. This is where the tagline comes in which celebrates the spirit of the Indian woman and gives her the applause she deserves for finding a path and striding ahead despite a million roadblocks."