Dove has rolled out a campaign '#TheBeautyTestStopsWithMe' as part of its ongoing #StopTheBeautyTest initiative.

The multi-year initiatives have been dedicated to challenge beauty biases faced by women, particularly within the context of arranged marriages.

Conceptualised by Ogilvy, this series features four ad films, unveils the experiences of four mothers who inspire change by rewriting their daughters' matrimonials to be free of beauty biases, introducing 'mothermonials'. It highlights how biodatas often focus solely on height, weight, and colour. With #TheBeautyTestStopsWithMe, Dove aims to redefine matrimonials, making them holistic narratives of daughters' personalities, preferences, achievements, and ambitions. The film depicts how this shift allows mothers to change the narrative for their daughters, promoting a more positive experience in finding life partners.

The films have been rolled out in English, Hindi, Tamil and Bengali.

Harman Dhillon, executive director, Hindustan Unilever, and beauty and well-being general manager, Unilever South Asia, said, “Dove is on a mission to ensure the next generation grows up with body confidence, self-esteem, and a positive relationship with the way they look. Through these campaigns, Dove has urged and provoked the country to stop the beauty test for two years. In  2024, we continue to build on our efforts by encouraging mothers to lead the change and daughters to challenge the very format of biodata that is the perpetrator of beauty-based biases. We aim to revolutionise traditional matrimonials into empowering ‘mothermonials’ that inspire society to see daughters beyond stereotypes. Through this campaign and the Dove Self Esteem Project, Dove is committed to taking tangible actions that help address biases and inspire body confidence amongst  young girls and women.” 

Zenobia Pithawalla, senior executive creative director and Mihir Chanchani - executive creative director, Ogilvy, added “In our country even today parents put out matrimonial ads or biodatas for their eligible daughters. Tall, slim, and fair, they rear their ugly heads in the first two lines. At Dove, we approached mothers who wanted their daughter’s matrimonial ad to be different from hers. These mothers of India joined hands with us to write matrimonial ads without beauty biases. We brought mothers on the frontline, to protect every daughter of India from the ugly Beauty Test. With this began the change from  Matrimonials to Mothermonials.”