1. Submitted By:-
Markengineers, DMS, IIT Delhi
Arpit Saxena
Ashutosh Sharma
Himanshu Mishra
Nishant Kumar

2. What is the prime concern? What has been the solution till date?
Tradeoff between shiny and sticky hair
What has been the solution till date?
Traditional usage of Eggs, Fullers Earth and Curd
Why these practices demand change?
Changing Lifestyles(fast moving world with lesser time for traditional remedies)
Increasing adulteration of Natural ingredients.
SOLUTION
Benefits of Shine
2. Smooth and Silky hair
3. Light and non-Sticky Hair

3. Non-sticky (can be applied during daytime)
Fact:
All the brands today project these benefits in their product but drastically fail by non deliverance, it has resulted in loss of customers trust.
Result:
Advertisement are not paid attention towards
Products are not sought after by brand
Product Deliverables
SHINE
SMOOTH & SILKY
Non-sticky (can be applied during daytime)
Bank on all three factors and not just one
Believe in Product and translate it in the Campaigns
Not Just Show on Media Channels but demonstrate
Attract Customers based on years of expertise in Hair Oil Industry

4. Brand Campaigning Promotion Results of these Campaigns
Penetration into the segments
Top of the mind recall.
Word of Mouth Advocates
Campaigns in Colleges
Demonstrati-ons in Malls
Society Campaigns for 15 Days (Experience Tales)
Build Brand Advocates for Referrals (Through titles: Jasmine Girl)
Make those Ambassadors, Faces on
Social Media Platform
Invite them to speak on Radio
Showcase
Change perception to “Brand that Cares”
With Multiple Brands under the Umbrella of Parachute Advanced Show
Unique Products for each Requirement
We don’t sell one solution for all problems
Promotion

5. Targeted Advertisement
UTTAR PRADESH & RAJASTHAN
Cause for dullness & stickiness is Heat and Dust
MAHARASHTRA
Cause for dullness & stickiness is Constant Rain and Sweat
KERALA & KARNATAKA
Cause for dullness & stickiness is Sweat and High humidity
Address Problems of each place separately because
Cause of same problem may differ from area to area
Cultural and day to day lives have impact in different capacities
Local Radio Campaigns based on Regions
Make Buckets
Small in terms of Regions
Little Bigger in terms of Culture
Then Consolidate results and learnings to form a National Brand
Use mix and Matches of the two sub buckets of National Brand to create value for customers.
Cultural Buckets
National Brand
Urban
Semi-Urban
North
West
South
East
Advertise as Consolidated Brand
Regional Buckets

6. Online Referrals Make it easier to refer for people on all platforms
Using of data analytics to find out the influencers on the various social platform and making them refer and share the hair oil website and offer.
Associating personalize messages with the referrals and providing the referees with gift coupons.
Users take a hair fall identification quiz on the website related to hair fall and are offered a free hair oil sample.
Users can also refer their friends from the website and earn gift coupons.
Getting influencers to share our page on various platforms
Users take a quiz on website and opt for a oil bottle and refer to friends
Make it easier to refer for people on all platforms
Focus on sharing
One to One Sharing
Highest Conversion
Personal Touch
Keeping Program Top of Mind
Personalized URL (PURL) for advocates or influencers
Providing Advocates report on referrals
Remarketing
Associating a personalized message along with with coupons for referrals