2024 Bronze Copywriting

Agency: RAPP

Client: Masala Podcast

Entry Title: Masala Podcast

Executive Summary

Masala Podcast is a platform for South Asian women to discuss the many taboos in their culture. RAPP was tasked with reaching more women to join the discussion.

Strategy

Masala Podcast is all about giving South Asian women a place where they can safely discuss the taboos in their culture. There was no time to be subtle. The strategy was simple: go big, go bold and go loud.

Instead of shying away from all the taboos in South Asian culture, the work shouted about them in OOH and social. The team worked closely with podcast fans and brought their personal experiences to life as powerful messaging.

The campaign also used cultural insights to target the spaces within South Asian communities around the country - where women not men hung out - making sure the work was seen in the right places, by the right people and impossible to ignore.

Creativity

Executions tackled several key taboos head on: sexuality; patriarchy; sex; duty; marriage. Headlines that were provocative, challenging and invited a response - giving women the opportunity to use their voice and join the discussion on the podcast.

Bold art direction, heavily influenced by vibrant Asian colours, patterns and typograph, made the posters modern and impossible to ignore. On social channels, the team dared to broach taboo subjects, inviting South Asian women to speak up and re-frame the shameful slurs historically used against them. Taking away the stigma about even discussing such thinking - and bringing about a change in the way people feel and live.

Results

Precise targeting and social posts telling real-life stories resulted in:

• 1,000 new podcast listeners to the Masala community
• 2,401 minutes of conversation
• 1,000+ new subscribers every month

The Team

RAPP - Estelle Rice, Senior Designer - Hiten Bhatt, Head of Design - Stephanie Bryan-Kinns, Senior Designer - Nick Roberts, Associate Design Director - Julie Adams, Head of Copy - Al Mackie, CCO - Jason Cascarina, Deputy Executive Creative Director - Katie Carruthers, Creative

Director - Caroline Stuart-Nicholls, Project Manager - Magda Kania, Producer - Steph Hottlet, Head of production