Anvesha, Nishtha, Sahil, Mohan MARICO FACEOFF The Globetrotters IIM Indore Anvesha, Nishtha, Sahil, Mohan

Present situation Target group Main challenges Geographic Demographic Psychographic Women residing in Tier-I and Tier-II urban cities, mainly in middle class economies Women aged 18-24 years, mainly college students and young professionals who have just started working Women who are modern but still have roots in traditional values. They are independent, outgoing, achievers yet grounded. Main challenges Lack of strong presence of PAJ in the offline/online channels in the Shine space Competing with more accepted products for Shine like shampoos (Sunsilk, Pantene) and serums Less reach among the target group of 18-24 years

Be a shining star campaign The idea: The central idea behind this campaign is to create a connect between Shine and Parachute Advansed Jasmine Hair Oil among the target group Shine is not only about the hair, but also about celebrating achievement and victory. Implementation Impact Sustainability Celebrate shining stars in this campaign through omni channel activities Campaign creates brand awareness and involves target group PAJ invades the Shine space with easy brand recall whenever the word “Shine” comes up

Events in colleges Be the shining star of your city Stage 1 PAJ goes to leading colleges in cities and organizes an event called “Be the Shining Star” where students show their talents in 2 minutes Stage 2 The top 3 students from each college win Parachute gift hampers Winner from each college competes against other winners to be the shining star of the city Stage 3 The winner from each city gets advertised as the “Shining Star” in billboards, newspapers along with a PAJ bottle , thus being a brand ambassador of PAJ Parachute as Style Sponsor PAJ acts as Style partner for college fests where target group comes in large numbers PAJ sets up stall in college grounds during fests Makeovers/hair styling are done in 10 minutes in those stalls

Retail outlets, E-commerce In-store promotions Share stories / photos from Facebook and the results from users of mobile application in the user review section of PAJ in e-commerce sites. Advertise the mobile app on e-commerce and social networking sites Set up banners of PAJ in supermarkets and departmental stores and have the salesperson distribute folded “STAR” shaped cards to every person who purchases PAJ at the billing counter. Tell the buyer to open the card for a unique hair styling tip. Measuring Shine Open Shine Clinics in malls where shine is measured using gloss meter. Reward the person with the highest rating on shine with gift hampers Get experts to advice people on how to improve shine through using PAJ

Mobile, social media and radio Have contests like “Shining Star of the week” where users upload their pictures with their hair styled. The picture with maximum no of likes/votes win attractive prizes like a free visit to a salon or a hair spa Launch a mobile application “Shine” through which users enter hair attributes like length, texture of hair and then letting the app determine how much of PAJ needs to be applies to increase shine Radio Ask users to share stories of their achievements as their “Shine Moments” on Facebook with #shinemoment #shiningstar to win Parachute hampers Ask listeners to share their “Shine Moments” on air. The radio jockey will judge the best moment and the winner will win couple passes to a latest movie or concert