Overview
Dewdays, a women-centric personal care brand under Premier Consumer Products Pvt. Ltd., set out to stand apart in a time where the market is already flooded with personal care brands offering similar promises. Founded in 2024 and headquartered in Bangalore, Dewdays entered the FMCG landscape with a vision to represent authenticity, not perfection.
Leveraging a strategic partnership with Black Cab, the brand aimed to create more than just a marketing story; it wanted to build a movement driven by emotional connection, relatability, and empowerment.
In September, Dewdays evolved its narrative approach with a clear, thematic campaign structure. Moving away from a product-focused communication style, the brand adopted a unified storytelling framework that tied all its messaging under a single emotional umbrella, resulting in a more cohesive and resonant brand presence.
The Challenge
Women today are not only consumers, they expect to find purpose, truth, and meaning in the brands they trust. Dewdays faced the challenge of building that emotional connection and trustworthiness from scratch, in a crowded personal care market filled with polished and surface-level communication.
The key question was: How can a new personal care brand stand out by speaking to women’s real emotions, not just their routines?
The Objective
Black Cab’s mandate was clear:
- Brand Building: Position Dewdays as an authentic and relatable personal care brand that emotionally resonates.
- Community Engagement: Foster a loyal community led by organic storytelling and dialogue.
- Awareness & Reach: Drive awareness and meaningful engagement across digital touchpoints.
The Insight
Surface-level campaigns no longer resonate with the modern woman. They want brands that reflect their truths, their experiences, and their imperfections.
For Dewdays, this meant crafting an emotional narrative around realness, the quiet strength of change, the beauty of growth, and the courage to be unapologetically oneself.
The Strategy
Creative Approach: Relatability First
Dewdays’ creative voice continued to draw from natural metaphors, dew symbolizing change and renewal, and butterflies representing freedom and evolution. These symbols became the emotional thread across all brand conversations.
September Campaign: “The First Dew” & “From First Dew to Fearless”
In September, Dewdays launched its most cohesive campaign yet, “The First Dew”, a story centred on a young woman’s emotional journey through her first period. The campaign explored themes of transformation, innocence, and acceptance, blending sensitivity with strength.
This was followed by a sub-campaign, “From First Dew to Fearless,” which coincided with Navratri. It built upon the earlier narrative, celebrating the empowered woman she grows into, strong, expressive, and self-assured.
Together, these two campaigns reflected the brand’s evolving tone: from conversations of change to celebrations of courage.
Narrative-Driven Storytelling
The focus remained on emotions, not products, talking about change, milestones, and moments women could see themselves in. Each piece of content formed part of a larger emotional arc that strengthened brand recall and relatability.
Social Media Amplification
Instagram served as the primary storytelling platform, supported by paid amplification for reach and recall.
Campaign Series: “Let’s Dew The Talk”
Parallel to thematic storytelling, Dewdays continued its ongoing “Let’s Dew The Talk” series, tackling taboo subjects such as menstrual hygiene and women’s rights, ensuring the brand remained an empathetic, progressive voice within the community.
The Results
| Metric | Performance |
| Reach | 4.6 million |
| Video Views | 8.8 million+ |
| Profile Visits | 49,628 |
| New Followers | 7,277 |
The September campaign marked a significant step in evolving Dewdays’ storytelling, from brand introduction to emotional consolidation. It deepened engagement, strengthened relatability, and created lasting emotional recall.
The Impact
By employing emotionally-driven storytelling that spoke to women’s lived experiences, Dewdays evolved from a new entrant to a brand with heart, purpose, and voice. The September campaign underscored this transformation, showcasing how authenticity and emotion can become the foundation for long-term community and trust.
Key Takeaways
- Emotion Over Promotion: Storytelling rooted in emotion drives deeper connection and loyalty.
- Unified Storytelling Wins: A thematic, cohesive approach strengthens brand recall.
- Community is the New Currency: Dialogue and participation transform audiences into advocates.
Instagram Reference: @premier_dewdays
