Beauty pageants often focus on the perception of physical beauty, emphasizing qualities like elegance and gentleness. Anindya Putri stands out with her authentic personality, exuding strength, boldness, and a spirit of adventure. Despite the strong desire from pageant fans for her to alter her personality, we, as her brand consultant, encourage her to stay true to herself in order to stand out from the crowds, albeit with a little twist.
After having an in-depth interview with her and her colleagues and conducting competitor reviews, we came up with her brand DNA as an inspiring beauty of courage. As Puteri Indonesia or Miss Universe Indonesia 2015, she set a new bar for beauty standards, saying that strong is the new beautiful. True beauty goes beyond physical appearance and should be radiated from within, including sincerity, independence, courage, and so on. Thanks to our brand DNA, developing an Instagram campaign to enhance her brand became much easier.
