Amway India’s latest campaign ‘Don’t Limit My Attitude’ inspires women to unleash their potentialand rise abovethe ordinary

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Amway India’s latest campaign ‘Don’t Limit My Attitude’ inspires women to unleash their potentialand rise above the ordinary.

Amway India, the country largest direct selling FMCG company, recently released an emotionally captivatingdigital campaign titled‘Don’tLimit My Attitude’. Developed for Attitude, an entry-level premium beauty brand for theIndian youth, the campaign marks Amway’s 20thyear anniversary in India.The filmpays tribute to theresilience and achievements of successful and ambitious Indian women who believe in progress and self-growth.

Celebrating stories of inspiringwomen who have broken societal shackles to live their lives on their own accord, the film exemplifies the essence of Amway’s vision of empowerment.

Speaking about this  new campaign, Mr.Sundip Shah, Chief Marketing Officer, Amway India, said, “India is slowly but surely embracing the power of women in shaping a society and contributing to the economy’s growth. Amway is a firm believer and supporter of women empowerment and an equal opportunity player.We are proud to have more than sixty percent of our direct sellers constituting women entrepreneursand humbled by their passion and commitment to entrepreneurship. The new digital films are reflective of Amway’s vision through our brand ‘Attitude’whichcelebrates the young women of today.Theyare a  testimony to  our brand’s commitment to promote entrepreneurial spirit and celebrate those who have challenged stereotypes and risen  above the ordinary.”

The campaign comprises three short films and highlights different women in different roles, addressing stereotypical situations with their overarching demeanor and passions, and carving their own success path. The film showcases everyday life commentary associated with women and weaves the brand in with its positive interpretation of it. The films touch a chord and connect with the audience, urging them to bring about a positive change through their attitude.

Anisha Sharma, Category head, Beauty & Personal care, Amway India added, “The campaign instils confidence amongst all the urban Indian woman of today who knows what she wants and also knows exactly how to achieve it with aplomb. Through these stories, the film aims to draw consumers’ attention to the societal perception against women who are dictated by norms set for them by others.We want to build a community of energetic and passionate women who are ready to unleash their full potential.It is heartening to see the positive response to the film, and how it has resonated with our audience who clearly endorse our film’s intent and message.”

The films are targeted at women in the age group 20-40 years, and have been conceptualized by Law & Kenneth Saatchi & Saatchi. The first film opens with a woman who is an architect and works relentlessly towards building a better living for the society. The idea highlights that women should nurture their creative skills to build a better world. The second film demonstrates the fact that women today are self-sufficient and more than capable to choose theirlife partner. The third film demonstrates a woman who grew up to understand that women belonged in the kitchen, but turned this negative thought into a business proposition for herself with her positive attitude.

Attitude

Attitude is a premium skincare and cosmetics brand especially targeted at Indian youth who believe that ‘Beauty for her is more than just a pretty face. Her personality & Attitude defines it’. Attitude offers a range that takes care of one’s skin and offers a bold definition of colors that makes one stand ahead of others. Its portfolio offers variety of skincare products like Cleanser, Toner, Moisturizer, Sunscreen Lotion, Face Wash, Face Masque, Hand and Body Cream, Foot Cream and the newly launched Be Bright range of products.

About Amway India

Amway India is a wholly owned subsidiary of Amway with headquarters located in Ada, Michigan, USA. Amway is the world’s #1[4] direct selling with presence in over 100 countries & territories.

Globally, Amway is over 59 years old, US $ 8.6 billion, manufacturer and direct seller of quality consumer goods. Amway’s innovation and industry-leading R&D has seen more than 800 patents granted and another 240 patents pending.  Amway has nearly 1000 scientists across 100research and development and quality assurance laboratories worldwide.

Amway India sells more than 140 daily use products across categories like Nutrition, Beauty, Personal Care, Home Care and Consumer durables through Amway Direct Sellers who make personal recommendations regarding the use of distinctive quality products. Amway products are widely recognized and appreciated for their quality and value. These products are backed by a money back guarantee for 100% satisfaction of use [1]. With the aim of increasing consumer outreach Amway has set up 55 Xpress Pick & Pay stores across the country.

Amway products are popular not just in India but across the world. Nutrilite is the world’s No. 1 selling vitamins and dietary supplements brand[2]. Nutrilite has established itself as a leading brand in the vitamins and dietary supplements category in India as well. Amway has signed Farhan Akhtar as the brand ambassador for the Nutrilite range in India to further promote the brand. Artistry is India’s No. 1 premium skin care brand[3]. Amway India also offers ‘Attitude’, an entry level premium skincare and cosmetics brand targeted at India youth. The product range has been developed keeping the needs of Indian consumers into consideration.

Amway India is aggressively entering newer categories. Most notably, the company launched a Weight management program called ‘W.O.W.’ (Will over Weight) which has been really appreciated by the consumers in India. Amway forayed into the consumer durables segment with the launch of a premium cookware range Amway Queen and the Energy Drink and Sports Nutrition segment (Whey Protein) with XS. Recently, Amway announced the launch of Nutrilite Traditional Herbs developed specifically for the Indian consumers.

Amway’s manufacturing facility in India is located at Nilakottai in the Dindigul district of Tamil Nadu. This is Amway’s third manufacturing plant located outside of USA. The other plants are located in China and Vietnam. Amway India’s Plant in Dindigul district has achieved LEED ‘Gold’ certification by US Green Building Council (USGBC) which showcases our leadership in sustainability in the industry.

[1] As per Amway Refund Policy

[2] Source: http://www.euromonitor.com/amway-claims

Source Euromonitor International Limited; Vitamins and Dietary Supplements, World, GBN, Retail Value RSP, % breakdown, 2016 data

[3] Source Euromonitor International Limited; Beauty and Personal Care 2017 edition; as per premium skin care definitions; retail value sales; UBN; 2016 data

[4] https://www.directsellingnews.com/dsn-announces-the-2018-global-100/

 

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