Parachute Advansed is one of the largest and most trusted consumer franchises in the hair oils category. As the brand expands its market footprint from South & West India to the North of the country, one of our key tasks is to continually increase the functional relevance of Parachute Advansed for the consumers in the North over other hair oils. This is where Parachute Advansed Hot Oil, a self-heating oil comes in. In October-March, as the North of the country gets gripped with biting cold, a hot oil massage gives therapeutic relief, as well as freedom from frizz and dryness through deeper oil penetration.
The communication narrative for the latest 'Magic of Warmth' campaign was built around a simple insight - warmth has a healing power, not just when it comes to hair, but also to relationships as well. The campaign brings this thought alive through a relationship between two siblings that has run cold in due course. It's a champi with Parachute Advansed Hot Oil placed at the heart of the film that brings their lost connection and warmth back. After a 3 year hiatus, this campaign has led the brand to deliver double digit growth numbers.
Over the years, Parachute Advansed Jasmine has carved a space for itself with the small town girl. With the cultural tailwind of girl empowerment and the media-led lure of the sky being the limit, the girl is forever waiting for the right opportunity to make her mark, to shine. Parachute Advansed aids this journey with its promise of helping her through the moments that count.
'Shine Karke toh Dekho' is the latest in the series of communications with this proposition. With this new campaign, the brand has steadily gained share.
Since 2014, Parachute Advansed Ayurvedic has consistently urged consumers to not ignore their hairfall, and act upon it before it gets out of hand. The 2016 communication continues to build on this brand thought by bringing consumers' attention to the blind spot of the 'daily guccha' which mindlessly gets thrown away. The brand urges the consumer to be conscious of this habit, recognise their hairfall problem, and act on it.
The campaign resonated with the consumers, with market share in South increasing, post the campaign launch (Sep'16 to Mar'17) vs the same period last year. The brand exited the year on the highest ever share in the Hair Fall Segment in South.
With the focus to truly engage the young, female, digital consumer beyond traditional advertising, Parachute Advansed has launched a content platform called Hairsutras. The website seeks to provide the modern consumer time-tested secrets to gorgeous hair, while seamlessly weaving in messaging on the goodness of oiling into the content. The objective is to make her re-discover the category in a completely new light.
Nihar Naturals Shanti Amla is one of the fastest growing hair oil brands in the country. Its latest campaign, 'Dikho Khoobsurat, Karo Khoobsurat', is in tandem with its long term commitment to further children's education in the country. The campaign captures the essence of our brand purpose of giving consumers fantastic looking healthy black hair, while furthering the cause of children's education. The brand has stayed on this 'Look good & do good' premise for four years now, and it's paying rich dividends.
Parachute Advansed decided to introduce oiling into the lives of India's kids by catching them young. The idea was to pass on the traditional Indian oiling ritual to the next generation in a fun and relatable way. The brand launched its first ever Hair Spa at KidZania Mumbai, an award winning Global Indoor Theme park that inspires and educates kids through real life role play. They could become either a spa manager or a customer, and learn the different techniques of oiling through fun-filled massages like the 'Rockstar' and 'Chill Pill' massage. Massages are taught through unique, easy-to-follow music videos, and are finished with trending oiled hairstyles like Elsa Braid.
Hair Spa at Kidzania Mumbai
With the launch of its new proposition, Salon Finish Hair at home in the campaign titled 'Salon Nahin Livon', Livon Serum has captured a differentiated & strong functional benefit in the large and cluttered post-wash space in India. This proposition is well synced to deliver superlative, fabulous hair for the young millennial of today who wants to look fabulous all the time. And in true millennial style, the brand revamped its media model to be 'digital first' in its approach to speak to the consumer where they're spending maximum time.
The brand also strengthened salience & relevance by partnering with India's Next Top Model (INTM) - the ultra-mod, super-style destination for young girls. The 'Salon Finish Hair' proposition created a unique space for the brand in the post-wash space, and yielded instant business results. Via INTM, the brand reached more than 20 million girls through TV & digital. Overall imagery scores for the brand shot up by 11%: 'Brand for me; scores grew by 20%, 'Makes My Hair Beautiful' scores grew from 29% to 41%, and Livon Serum became synonymous with high-glam.
Set Wet is a styling brand for men of a younger age group, looking to make an impact. While the overall penetration of hair styling products in India is low, a lot of younger men style their hair with oil and water. The objective of the 'Poora Din Set' campaign was to drive penetration for Set Wet Gels and upgrade these consumers to gels by driving the superiority of the gels in giving the hold and style for a full day compared to their current habit which can keep the style only for an hour or so. The campaign has been very effective for the brand, with the brand offtakes growing in double digits.
Parachute Advansed Body Lotion (PABL) successfully re-staged itself to become a brand of choice for the modern young woman in West Bengal last year. The communication #confidentinmyskin is built around the insight that women in India are judged no matter what they wear, if they reveal body skin (seen as bold) as well if they cover (seen as conservative). PABL decided to take on this judgement head on by bringing this cultural tension to light through a very real & relatable depiction of women & the judgements they face in everyday life. PABL encourages women to confidently wear what they choose to, by delivering beautiful glowing skin.
Post the campaign, PABL witnessed a jump in Brand Equity scores within the first three months of launch in the test market of West Bengal. Household penetration for PABL saw an increase among the bull's eye target group of 15-25 years, SEC A households aiding a complete turnaround.
Saffola World Heart Day with Shilpa Shetty, Kunal Kapur and Cyrus Sahukar
World Heart Federation findings have established the co-relation between our everyday lifestyle and heart health. The findings show that - "Staying Active, Eating Better and Being Happy can make your heart up to 50% healthier". This became the core thought of the Saffolalife campaign in September 2016, which was brought to life with-
The campaign resulted in a significant increase in overall brand imagery scores of Saffola. Over 2 lakh consumers visited the Saffolalife website, www.saffolalife.com, and ~50,000 consumers took up the Healthy Lifestyle Score.
Parachute Advansed has been awarded as the best Hair Oil brand and the 8th Best Brand of Bangladesh in 2016 by Bangladesh Brand Forum. The key task for the brand was to maintain market share in an ever increasing competitive market. Keeping this objective in mind, an attractive new thematic campaign of Parachute Advansed, "Ek din por por" (Every alternate day), was launched.
The communication was well received by consumers, who found it easy to comprehend, likeable and relevant. It also led to significant improvement in key parameters like overall brand image, 'suitable for regular usage' and 'beneficial for hair'.
Parachute Advansed Beliphool is the leading VAHO brand in Marico Bangladesh's portfolio. The perfumed light hair oil has experienced a tremendous growth journey in FY 16-17, with 57% growth in off takes. This has been stemmed by a range of brand activities. One of the key highlights of last year was the 'Parachute Advansed Beliphool - Nandini' activation. The activation was done with the objective to gain awareness and increase penetration through attaining more new triers.
During the activation, benefits of Parachute Advansed Beliphool were communicated through a drama, followed by a quiz and game amongst participants, and finally sampling to all attendees. The second phase of the activation was conducted with school/college students, where further awareness was raised via amplification through digital media.
The South African (SA) kid's ethnic haircare segment is one of the fastest growing and as such, it has become extremely competitive. In order to strengthen its leadership position, Caivil's Just for Kids (JFK) needed to differentiate itself from other contenders to the throne by "partnering" with moms across SA during the critical first year of school. Forming a close knit triad of mom-school-JFK during this critical period, JFK initiated an informative yet entertaining campaign across SA, highlighting to young girls the importance of having a good grooming routine in a fun, interactive way.
Using dance and songs, the kids were engaged to remember their early morning routine mimicked in a popular dance sequence. The animated character Thandi was introduced so that the kids were able to relate and interact with her. For consistent brand presence and visibility, JFK supplied the schools with tools such as educational posters, stationery and timetables for each learner. As a result, JFK reported a double digit value growth of 15.1% vs last year (growing ahead of the category and driving growth), and is still the leader in the Kids Ethnic hair care segment with 69% value share. [Nielsen Sep 2016].
Caivil represents sophistication and everyday luxury - a premium hair care brand with a salon heritage. Over the years, Caivil lost ground with its stronghold - the sophisticated Black woman. In order to address that, Caivil, in collaboration with SA's largest commercial radio station, used celebrity stylists associated with the Caivil Academy to style celebrity guests at the Caivil Beauty Parlour for the much publicised Metro FM Annual Awards. This was preceded by an exclusive promotion with key retailer Clicks. Over 300 high profile celebrities, ranging from musicians, actors, government officials and entertainers, were styled by Caivil, generating significant attention in the social media buzz around the event.
XMEN had the task of making hair styling aspirational for the youth in Vietnam
X-Men decided to lead the hair styling category in Vietnam in order to strengthen its equity as a champion male grooming brand. In an underpenetrated category, the brand had the task of making the category aspirational and accessible to the youth. The breakthrough came when they signed up 365DABAND, a boys band which was on the verge of a split, and launched their last ever music video with them. The theme was around band members competing with each other on who has the best hairstyle. With this, the brand announced a competition - 'Show your Style'- an online platform where college student could participate by uploading unique hair styles, & the winning college gets something all Vietnamese teens wanted - The Last Live Performance from 365DABAND.
The brand signed up leading KOLs, whose role was to create camps for their ex-colleges and encourage more teens to join in. College activation as well as strategic tie-ups with Circle K, a youth hangout 24/7 chain, were executed to further promote the campaign. Unique reach on digital platform was 10 Mn (76% of TG) over 8 weeks, with 15 Mn views on the Music Video and how-to videos. Post-campaign over pre-campaign, total secondary sales growth of 75%, Circle K growing at 250%
X-Men for Boss wanted to ride the upgradation trend, so as to put Romano VIP under pressure. The objectives were to strengthen X-Men's premium positioning and great perfume imagery, along with driving up-trading to X-Men for Boss across categories, with shampoo as the biggest inspiration. X-men believed that a real Boss was an aspirational leader, not a follower. With that insight, X-Men developed the campaign idea 'Boss Leads Bosses' to support the whole range.
X-Men leveraged this idea across key touchpoints to maximise awareness. 'Boss Leads Bosses' went big on digital, as a result garnering 3.1 Mn views, with 53% watching full 2' clip (vs 30%). The breakthrough came by an on-ground activation with the idea to 'find the best start-up idea worth 1Bio VND', which resonated strongly with our TG.
