PAJ – Shining Journey Ahead Submitted By: Himanshu Agarwal – IIM Kashipur Soumik Mukherjee – SIBM Bengaluru

PAJ - Student Brand Manager Program : Shining Stars of Campus Target Audience : Undergrad students (Girls colleges in metro cities) Objectives : A platform for brand activation of PAJ and reach out to the target audience at a college level Market Research to provide timely information to the brand on key trends, concept testing, product sampling etc. Roles and Responsibilities : Be a liaison between the brand and the college students. Arrange few promotional and sampling activities within campus to create brand awareness Maintain social media posts on the lines of the brand strategy and create an engagement platform All ultimately aiming to the main goal – “Increase brand awareness and integrate the brand with the interesting college life of girls”

Social Media : “Tum bhi kar sakte ho shine” - Campaign Every girl at some point of her life come across a moment which she considers her ‘shining’ moment of her life ! Drive a social media campaign where a girl posts her ‘shining moment’ of her life in around 100 words. Accompanying the ‘moment’ will be her selfie image with her shining hair in a pre-defined template of PAJ She has to tag three more of her friends and invite them in sharing their ‘shining moment’ accompanied by the tagline “Tum bhi kar sakte ho shine” Each week the posts with the maximum likes will be given goodies or cash vouchers/prizes.

Mobile App : MeriSaheli (Hair and scalp consultant app) App features : Provide data related to each hair and scalp type of girls and their specific treatments required Provide a month long plan for the hair care solutions Provide daily reminders to the consumers about their hair therapy time during the day Provide a platform for submitting unanswered queries to Hair Consultants at Parachute and provide solutions to them. Provide an inbuilt shine-o-meter that allows you to take weekly pictures of your hair and give an analysis of hair shine. Weekly contests for the ‘Shining Lady of the week’ , an inbuilt feature for selfie submission and the best selfie will win goodies each week.