On Women’s Day, we challenged the way the world watches women. Introducing #WatchHerPlay—a campaign that called out the biases in sports viewership and urged audiences to watch women for the right reason: their game.
Insight and Idea
Women are constantly watched—on red carpets, on social media, for their outfits, their looks, their lives. But when they step onto the field, the gaze shifts away. #WatchHerPlay flipped this narrative, urging audiences to shift their focus from appearance to athleticism, from shorts to shots, from looks to leadership.
#WatchHerPlay wasn’t just a campaign—it was a movement. It made people pause, rethink, and most importantly, watch.
Year
2023
Role:
Content Head
Involvement:
Creative direction, Campaign ideation, Communication planning, Brand storytelling, Content strategy alignment, Social media copies, Virality-focused content, Engagement-driven messaging, Brand voice consistency, CTR improvement via copies, Scripts for the main film, OOH Copies
Execution
Bold Outdoor Billboards – Large, unmissable copies like “Watch Her Shots, Not Shorts” made sure the message landed loud and clear.
Impactful Video Film – A powerful narrative that reinforced the idea, urging audiences to watch WPL for the talent, the grit, the sport.
Influencer & Athlete Collaboration – Partnering with Jemimah Rodrigues, we amplified the campaign’s reach, making it resonate with sports fans and beyond.
Product Integration – The movement translated into increased sales for our women’s sports range, proving that the right message drives not just awareness but action.
