The new way to do hair
Launching its latest campaign, Marico’s Hair & Care has designed Hair & Care Fruit Oils with the 18-30 modern female in mind.
Formulated to moisturise and energise hair, the brand is utilising a multimedia promotion exercise to appeal to beauty and personal care buyers on the lookout for new and revolutionary hair care products.
“The new Hair & Care fruit oils address the hair nourishment needs of its young contemporary consumers. It redefines the traditional source codes of nourishment and introduces the much needed stimulating oiling experience amongst today’s youth,” stated Anuradha Aggarwal, Chief Marketing Officer, Marico, to the press.
The next era of promotions
The fruit hair care items have been introduced as a one-of-a-kind hair oil protective range. To promote its innovation claims, the collection features Shraddha Kapoor, Ambassador at Hair & Care. Marico’s Hair & Care range has created a new avatar and centres on stimulating energy as its core marketing message.
Highlighting the strategy behind the promotional activities, Aggarwal emphasises how “the campaign is built to disrupt the category by presenting this product innovation, not through a narrative but by demonstrating the visual delight of its ingredients and hair that is full of energy”.
To maximise its launch, the company has embarked on a full 360-degree campaign that includes an engaging digital campaign, cinema branding, a high impact outdoor promotion and print focus, along with the utilisation of other channels.
Track record
It is not the first time that Marico’s hair care oil label has created a contemporary advertising strategy. On 19th July 2016, the name developed a multi-city modern outdoor campaign that once again featured brand ambassador, Shraddha Kapoor. It also sought to increase its brand awareness and engagement levels through offering young females the opportunity to appear on the fruit oil company's billboard.
By creating a “youthful and contemporary” brand, Hair & Care knows that its young female target audience is style conscious and “loves getting noticed and staying up-to-date with the latest fashion trends”, stated Anuradha Aggarwal at the time.
“We have carefully considered and chosen the medium of digital hoardings to enhance our communication on the campaign, as they are dynamic, flexible and far more engaging," concluded Aggarwal.