Brand Speak
INDIA
SAFFOLA
Making the journey to health easy, enjoyable & effective
The constant struggle to stay fit, adopt healthier habits and integrate them into the daily routine is real and most people think ‘being healthy is a difficult everyday practice’. Saffola’s master-brand campaign was designed to inspire people to make their health journey an enjoyable and easy one. Through this campaign, Saffola encouraged people to find their own ways of staying fit and heart healthy, with the Saffola range of Oils partnering them in making their efforts more effective.
The TVC followed by an integrated marketing campaign across digital, radio, print and retail platforms relayed this message successfully in bringing together people from different demographics with different health requirements on one platform.
SAFFOLA MASALA OATS
The tasty way to stay fit
‘The Tasty Way to Stay Fit’ campaign encouraged consumers to adopt healthy yet appetising snacking options such as Saffola Masala Oats (SMO) over instant noodles. It highlighted the constant dilemma consumers face while trying to stay fit without compromising on taste, making them indulge in unhealthy snacks such as instant noodles, which are incorrectly perceived to be healthy and light.
The campaign across TV, print, PR, digital and on-ground platforms focused on educating consumers about instant noodles being deep-fried before being packed, and SMO being a healthier and tastier option with 70% less fat.
As a result, new trials for the brand jumped 39%, with 60% being instant noodle consumers. The category offtake increased 26% and volumes grew 19% in the postcampaign period.
New triers for the brand jumped 39%, with 60% being instant noodle consumers
PARACHUTE ADVANSED
Love Jatao (All it takes is a little love)
With the strategic intent of creating a role for the brand beyond just the category for hair as well as finding a unifying platform for all variants to aid synergies & efficiency, in 2017, Parachute Advansed, an iconic brand with over 50 years of legacy, marked a new chapter in its history by embarking on a new purpose – of inspiring people to actively invest in their relationships.
The launch campaign transcended the discourse from nurturance for hair to nurturance for relationships, to increase relevance for the act of oiling in the consumers’ life today.
The digital campaign invited consumers to promote the idea through a three-phase strategy involving sensitising people, engaging them to act on it and rewarding those who do. Stories built around the ‘All it takes is a little love’ theme were invited from consumers who were further urged by popular TV soap protagonists to actively invest in their relationships and share their experiences.
Post the launch of ‘Love Jatao’ campaign, the brand has seen a marked shift in growth trajectory. The new purpose is now also being taken across all variant communication.
Parachute Advansed, marked a new chapter in its history by embarking on a new purpose of inspiring people to actively invest in their relationships
PARACHUTE ADVANSED JASMINE
Invest in yourself to Shine
The core audience for Parachute Advansed Jasmine (PAJ) is the youth in small towns, a mass of Indians who are hungry to make a mark & shine. In line with the mother brand’s purpose, Parachute Advansed Jasmine launched a new 360 degree campaign to inspire young people to get out of the trap of self-doubt & invest in their own uniqueness & talents to shine in life.
The brand created a compelling parallel in the context of hair and oiling with the life-truth that ‘if you love yourself, you will shine’, leading to the product proposition of ‘If you show love to your hair with Parachute Jasmine, hair will be nourished and Shine from within’. The campaign, which included a TVC featuring leading actress Kriti Sanon, followed by a consumer activation leg, was rolled out across digital, print and radio stations where people were invited to share their own music videos. During the campaign period, over 1.5 million consumers were engaged. Over 1,000 music submissions were received, of which five songs were produced and will be aired on TV.
PARACHUTE ADVANSED AYURVEDIC
Be sure with Parachute Ayurvedic
The 2017 campaign for Parachute Advansed Ayurvedic Hair Oil was focused on building the anti-hair fall efficacy credentials for the brand. It was centered on the insight of consumers being apprehensive of trying a hair fall oil as its efficacy and safety are unclear.
The campaign established Parachute Advansed Ayurvedic Hair Oil as the best anti-hair fall oil. The brand’s market share increased 160bps in the anti-hair fall category in South India to 31% post the launch in comparison to the same period last year.
NIHAR SHANTI AMLA BADAM
No.1 Brand
In the month of June 2017 (July 2017 is when we overtook Dabur Amla), Nihar Naturals Shanti Amla Badam became the largest hair oil brand in the country, by establishing superiority over other Amla hair oil players in the market. The high decibel campaign led by actor Vidya Balan stood out for its boldness in showing competitive advantage while establishing the comparative, communicating the 3 key benefits and moving the needle of preference for Nihar Naturals Shanti Amla Badam positively.
The campaign, across both print and television, effectively highlighted brand superiority in the aspects of being a better product (an oil with the goodness of both badam and amla), an economical brand and a brand that does good for society (5% of profits go towards child education).
Nihar Shanti Amla became the largest hair oil player in the market by establishing superiority over other Amla hair oil players
SET WET GELS
Don’t just comb your hair, style them too
The key life insight of our consumer is that for him- ‘Anonymity is death’. It was critical for the brand to marry the key life insight of its consumer with the current category/styling behaviour. In order to urge consumers to start trying out gels, it became imperative to establish the insufficiency of styling their hair using the techniques of oil and water/comb. Hence the campaign thought of 'don’t just comb your hair, style them too' emerged.
The film highlighted that to leave a lasting impression on the opposite sex, it was important to have well-styled hair, which gels can help achieve with minimum effort. The campaign was instrumental in business turnaround, with substantial growth reported in the regions where the film was aired.
LIVON SERUM
Salon in my bag
The millennials are highly conscious of their style & appearance, and always want to be looking great. With plans being increasingly made onthe- go, getting great hair at these impromptu occasions is a challenge. Addressing this need, Livon Serum launched the ‘Salon in my Bag’ campaign with the promise of delivering salon finish hair on demand.
The campaign reached more than 20 million women between the ages of 18 to 35 across all youth channels and digital platforms. With a significant shift in all India penetration, the campaign has fueled the growth of the serum category which has been dormant so far. Livon registered its highest-ever offtakes and deliveries post the campaign launch. New-age channels – Modern trade and e-commerce – registered ~130% volume growth and the brand became a best-seller on leading digital platforms like Nykaa and Amazon.
The campaign reached more than 20 million women between the ages of 18 to 35 across all youth channels and digital platforms
HAIR & CARE FRUIT OILS
New-age source code of nourishment
Hair & Care, Marico’s youth hair oil brand introduced a new-age source code of nourishment with Hair & Care Fruit Oils. The campaign was designed to announce the introduction of ‘fruits for hair’ for the first time.
The promotion was strategically designed around PR activities, blogger activations, TVCs, celebrity endorsements and promotions via print and digital mediums to trigger trials and engage consumers.
Innovative formats were used on TV media and Print. A vibrant outdoor campaign and interactive radio campaign was launched in focus markets to create surround impact. In a first, a digital campaign with interactive ‘fruit warrior’ games and 5+25s YouTube formats were created. Launch campaign followed by sustained inputs through the year helped the brand significantly increase spontaneous awareness in core markets. In urban markets, the brand was able to generate new trials; achieving a highest ever market share in West Bengal and Mumbai.
In a first, a digital campaign with interactive ‘fruit warrior’ games and 5+25s YouTube formats were created
BANGLADESH
PARACHUTE ADVANSED BELIPHOOL
Nuturing the power of Coconut oil and Methi
Parachute Advansed Beliphool (PAB), the perfumed light hair oil, is the leading value added hair oil brand in Marico Bangladesh’s portfolio and has experienced tremendous growth in FY2017-18. To achieve this growth, PAB launched a 360-degree campaign focusing on sisterhood and the nurturing power of ‘Coconut oil & Methi’. This was in continuation to the brand’s previous successful campaigns – focusing on the benefit of thick and healthy hair through the goodness of coconut oil and methi.
The new communication was rolled out with an integrated plan for even greater impact – across TV, press, radio, digital, outdoor and on-ground activations. Celebrity endorsements, branded TV programmes , shop-sign executions and wholesale branding were some other activities undertaken as part of the campaign. Over a million engagements were achieved by reaching out to schools and colleges across the nation. The activities had substantial impact on the brand and the product now has high recall value, especially amongst youngsters.
Parachute Advansed Beliphool is the leading value added hair oil brand in Marico Bangladesh’s portfolio and has experienced tremendous growth in FY2017-18
PARACHUTE ADVANSED EXTRA CARE
Hairfall reduction in 45days!
Marico’s Parachute Advansed Extra Care launched a 360-degree campaign to build on the existing benefits of hair fall reduction in 45 days. It also established that Parachute Advansed Extra Care is the only brand in the segment that is enriched with coconut oil, thus making it comparatively more effective vis-a-vis others.
With the intent to generate trials, the campaign was rolled out across TV, PR and digital platforms. It resulted in significant improvement in key parameters of overall brand imagery.
HAIR CODE HERBAL HAIR DYE
In May 2017, Marico Bangladesh’s signature color brand Hair Code Herbal Dye was revamped and relaunched with a new packaging.
This strategic re-launch was supported through a 360 degree campaign covering both ATL & BTL initiatives. HairCode rolled out a hard-hitting TV campaign highlighting its superiority and benefits over competitors’ offerings. Print ads across national dailies, localised launch events with trade partners and Barber loyalty programmes were also undertaken to gain top of mind recall and create brand endorsers.
VIETNAM
X-MEN FOR BOSS
Make a move, be a boss
X-Men for Boss, Marico’s premium fragrance brand for men in Vietnam, was relaunched in October 2017 with a new packaging and differentiated communication.
The campaign idea ‘Make a move, be a boss’ is rooted in a powerful consumer insight ‘Young men want to fast-track to success but don’t know where to start, Boss’. This new differentiated communication showcased the journey of a young man who takes a big risk and builds his way up to success in life
The new communication proved to be a game-changer for X-Men for Boss, helping the brand become No. 1 in General Trade.
SOUTH AFRICA
In a country where celebrities still play a major role in influencing consumers, Caivil pioneered the first and only Beauty Parlour at the South African Film and Television Awards 2018
CAIVIL
The Caivil Glam Squad
In a country where celebrities still play a major role in influencing consumers, Caivil pioneered the first and only Beauty Parlour at the South African Film and Television Awards 2018. Through this association, the brand gained value from an explosion of celebrity endorsements on a consistent basis throughout the event build-up, during and thereafter across various platforms (Digital, Print, Radio and Television). In a bid to strenghthen relationships with key influencers in the ethnic haircare category, the Caivil team created an additional platform and started a national campaign to showcase the creativity of stylists and select the ‘best to serve’ at SAFTAs as part of the prestigious Caivil Glam Squad.
The campaign was successful in creating awareness by implementing grassroot activations and engagements in salons, recognising and showcasing small business owners from disadvantaged groups. The Caivil Glam Squad styled multiple celebrities at the awards. Local radio stations gave added exposure to the campaign and it also gained additional value in TV airtime.
BLACK CHIC
Natural Kids
The natural hair movement across Africa and other countries has given both black women and women with textured hair an opportunity to showcase their natural crowns and heritage. This opportunity was extended to kids with textured hair with ‘Naturals Kids’, an ethnic haircare product specifically designed for kids’ natural hair, which is both accessible and affordable and delivers on the key product features of Naturals product.
The Black Chic Natural Kids campaign was launched to showcase the unique nature of the range via a ‘Through- The-Line’ idea to create awareness, generate trials and drive sales whilst building distribution with key retailers. The overall sentiment of the campaign has been that Black Chic Natural Kids is truly African, answering not only to a trending consumer demand but providing relief in terms of the manageability of tightly coiled hair. Customers and the ethnic haircare industry have been positive about the product, which has entrenched Marico as the leader in the kids ethnic haircare market. Sales have exceeded beyond expectations.