MUMBAI: Every year, as March 8 approaches, the world goes into overdrive with women centric messages, celebrate women, pamper women, offers for women and yes some do remember to empower women. To cut through the clutter, Anjana Reddy of Ms.Taken felt the best way to say something without just talking about it. Along with her team and agency partners the campaign Happy Whatever was conceptualised, created and amplified, to deliver the message that it is time to stop simply talking.

The idea behind the campaign is a simple fact - each year society at large would talk about the cause, talk of their support, talk of a few initiatives and it ends there. With Happy Whatever, the idea was to talk of this and communicate it without speaking a word.

As a brand Ms.Taken targets aspiring women, full of dreams; looking forward to a life different from her mother’s. She is aware of where she comes from but has the courage to explore the world. She is willing to accept the criticism of the traditionalist as she bends some of the rules of the society.

Universal Sportsbiz CEO Anjana Reddy said, “This year for Women’s Day I wanted to make a strong statement – don’t patronise women because it is women’s day and just talk and talk about putting women up on a pedestal. Do something more. Act against all the negativity and violence towards women, then women’s day can be celebrated with real meaning."

For Kriti Sanon, chief stylist, Ms. Taken, being the face of the campaign was not just another assignment. She believes strongly in the cause and said, “I have never understood the concept of celebrating womanhood & giving respect to women on one day in the whole year. What about the other 364 days? Moreover, it’s more important to make this country safe for women so incidents like the ‘Bangalore molestation’ never ever happen again."

With 44 million impressions, Happy Whatever created huge noise online and was a talking point across a lot of media too for the different approach to a women’s day campaign.

Conceptualised by the Ms.Taken team in association with Fisheye Creative who made the video, the campaign was amplified on social platforms by Media Moments.

Fisheye Creative creative head Orko Basu said, "Clearly, it was something that needed to be said, as is evident from the global response." Media Moments founder-director Poonam Ganguly said, “Being a strong believer in actions speaking louder than words, my team and I are proud to be associated with the cause the video represents.”