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Execution

BBH India created Audi India’s International Women’s Day campaign as women busting stereotypes under their automobiles. This Women’s Day was remarkable for the Audi India crew. Using their brand’s slogan, Future Is an Attitude, they argued against driving stereotypes that women find extremely irritating. Their resolve only solidified as they listened to more than a hundred women.

Audi’s #DriveTheChange campaign, conceived and executed by BBH India, took a direct jab at the age-old, purportedly humorous comments women drivers receive. Audi India welcomed eight women from various industries to the event to debunk these outdated and unfair perceptions. This woman ran over the stereotypes that were painted on the road.

Result

Audi India’s Head of Marketing and Public Relations, Gaurav Sinha, said, “Through this campaign, we are honouring the women in our lives who are the most powerful driving factors. We acknowledge that women are powerful influences and continuously challenge and dispel harmful perceptions about women as poor drivers. We have produced a campaign that supports and honours women by emphasizing the message of dismantling gender stereotypes.

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