#WeGirlsCallTheShots

Our learnings from FMSP S1 were that women are at the heart of the show. Hooks that were most popular amongst these women, and also the pillars for our S2 campaign:

• Strong friendships and their girl gangs
• Fashion
• Complicated relationships and adulting
• Music of the show

Based on these learnings, we found a real-life example in Kareena Kapoor and her girl gang (Karisma Kapoor, Malaika Arora & Amrita Arora). As Kareena was new to Instagram, we leveraged this to amplify our campaign, as most PR pages and her followers were highly active and keen to see what she posted.

We collaborated with them using the friendships and girl gang hook, where Kareena uploaded an image with her girl gang, similar to the poster for FMSP.

#WeGirlsCallTheShots continued with popular digital influencers Masaba Gupta, Kishwer Merchant, Krystle D’Souza, and Sonal Devraj, who shared split imagery of their girl gang alongside the FMSP girl gang to showcase parallels between friendships from the show.