Parachute Advansed Jasmine (PAJ) Case Study By: Chahat Shah Mehul Jogadia Rupam Thakar Yashvardhan Kabra IIM Shillong Team: Duniya Jaye Tel Lene

“I’d rather wear flowers in my hair than Diamonds around my neck” Problem Statement Making Parachute Advansed Jasmine Hair Oil synonymous to the word 'SHINE' Making the attribution of Shine stronger to hair oil Owning up the attribute of ‘Shine’ in avenues & all touch points relevant to the core consumer Recommendations The things we have focused on in our strategy is – Brand communication coherence across all touch points Social Media acts as a melting pot which draws interesting pieces of content from all channels possible Owning the trait ‘Shine’ and communicating it symbolically by accentuating it further with the hashtag #ShineLikeAStar - may it be through a standee at retail outlets, the kiosks at Malls, the Campus connect activity or even the outdoor social initiative With the hustle and bustle of our TG’s life being published on Social Media – it becomes a key touch point for our brand – thus, we have strived to weave the thread of social media through all touch points possible Objectives The basic objective is to drive consumer action through brand interaction and experiences Bringing the brand to life with experiences and forming long-term emotional connection with our consumers

”Gorgeous hair is the best revenge” – Ivana Trump General Trade Innovative Standee Design – Star Shaped, Glowing, Shining and also showcasing the product Installation at retail counters Inbuilt bulb to glow in dark – Design a combination of Jasmine Flower and Star Light up the dark evening thus portraying brand message - Shine Like a Star Modern Trade Kiosks in selected malls Armed with an LCD screen telecasting the live Social feed- Tweets, posts and updates from Twitter/FB Curated tweets with hashtag #ShineLikeAStar would be promoted through this activity Lucky users whose tweet/posts show up on the screen win a free PAJ bottle! Cinema Hall – No matter what movie it is, PAJ will be the Star! Picture this – the movie breaks for interval – the screen turns dark – your brand appears on the center of the screen – the space around your brand illuminates gradually till the entire screen lights up – all of this happens in about 15 sec There’s no better way to communicate the message - ‘Shine Like a Star’ Malls and Multiplexes – Connecting modern trade and Cinema halls Since, the brand communication from the interval in the movie is still fresh in the minds of the consumers the best time to capitalize on the same is NOW! The message can be further drilled into the minds of the consumers by having them visit the kiosk and purchase the product. The movie tickets would have a coupon/offer code at the back with the brand communication (#ShineLikeAStar) They can avail the offer by redeeming their movie tickets thus, integrating the modern trade and cinema hall touch points RETAIL Unique Standee Design Featuring different SKUs and Product Pamphlets

“For me, hair is an accoutrement. Hair is jewelry. It's an accessory.” - Jill Scott College Campus Running ‘Campus Queen’ Contest across Institutes for Brand Visibility Campus Divas would showcase their talent and associate with brand Event Format – Elimination round from Regional To National Winner gets a chance to star in a TVC alongside Kriti Sanon/Anushka Sharma leading to Better Brand Recall & effective TG Content generated during the event will feed the Social Media and Local Media creating Buzz Surprise Twists – Wildcard entries with most liked Selfies on FB creating further buzz Salons Stylists and hairdressers are known to recommend products and share beauty tips Capitalising on this aspect – a small poster can be installed in salons We will be partnering with the salons for this activity essentially, turning them in to a sales/recommendation medium The select list of salons will also be promoted on our website answering the question – what’s in it for them? Below is a rough sketch of how the poster installed at a salon would look like: Cafes Partnering with select cafes we can install a selfie-stick alongside a hoarding that reads our brand communication Automatic Spotlight activation as soon as the consumer stands in front of the hoarding Encouraging users to click a selfie tagging us on Twitter or FB with the hashtag - #ShineLikeAStar The idea is to engage the user and her friends visiting the café – the activity can be called “Parachute Shine Queens”

“You can turn off the sun, but I’m still gonna shine!” ― Jason Mraz Mobile We will start a WhatsApp Daily Shine Tip service as WhatsApp has very high shareability Consumers will send a ‘Hi’ to XYZ number to subscribe to this service. Our tips will include Images, Videos, Blog articles, Expert talks and tips shared with us by consumers Social Media(SM) - #ShineLikeAStar Fashion and personal care are key content planks for trying to own the shine space Content to revolve around style- fashion tips, trends etc. Collaboration with young stylists, hairdressers come into the picture here – they become our brand promoters & content generators Their content can be pushed on our style blog and social platforms Building our SM pages as go to place for all fashion – hair care – styling content for our TG using the hashtag - #ShineLikeAStar SM would also become the melting pot for all communications right from our “Campus Queen” contest to “Parachute Shine Queens” Instagram is a really interesting platform keeping in mind our TG and brand FM - #ShineLikeAStar Kriti Sanon ke Saath Radio is an interesting medium especially, today when users can SMS or call the station to request a song, ask a query, talk to a celebrity – well, the possibilities are endless We can get Kriti Sanon – the brand ambassador for our product on Radio every alt. Saturdays – 5-6 PM talking to her fans directly! Engaging with a celebrity is aspirational and should work well with our TG We’ll be plugging in the product PAJ with this radio show subtly The show can also be extensively promoted through our social channels Shine in the darkness – A Social initiative Installing huge star shaped lamps with PAJ branding (with- #ShineLikeAStar) at areas with little or no light where our TG may find themselves in wee hours. e. g., – parking areas near restaurants and social hangout places This activity is initiated keeping in mind women safety – thus, yielding an emotional connect with the brand

“And like a colorful bloom of temporary lights in the sky, you will shine.” ― Chad Sugg