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October 10, 2025Journal of Business and Management StudiesOpen Access

Dove’s Real Beauty Campaign in India: Localizing a Global Purpose Brand

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Authors

VPVaishali Prabhakar

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Overview

Qualitative analysis reveals the impact of culture on Dove's marketing techniques in India, highlighting authenticity and emotional resonance.

Key Points

  • The campaign resonated emotionally with Indian youth, yet struggled to drive purchase intent due to cultural nuances.
  • Generational differences in understanding the campaign reveal varying views on empowerment versus commercialism.
  • The analysis used interviews and creative exercises to capture local youth perspectives on the dove brand.
  • Aligning brand messaging with corporate practices is crucial for the credibility of purpose-driven marketing.

Cite This Study

Vaishali Prabhakar (2025) studied this question.

synapsesocial.com/papers/68e861857ef2f04ca37e3a02https://doi.org/10.32996/jbms.2025.7.6.3
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