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

2. 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 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 years

3. 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

4. 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

5. 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

6. 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