Results and Effectiveness

The excitement was infectious! Nihar’s “Magic of Open Hair” was picked up as news by the largest regional TV channel – NE TV – and leading newspaper for its traction, delivering an estimated 6.1 million impressions. Translating to sales… Nihar’s urban de-growth across the region was halted. Moving from months at -4 to -6% (November/December) vs. YA, Nihar started growing again with +6 to +8% (January/February), following this activity.

Creative Execution

Idea: Reposition as the brand for balanced nourishment, focusing on Nihar Jasmine (a lighter coconut oil) • Facilitate guilt-free hairstyles throughout the year. • Involve her and her family/peers together in a conducive environment to indulge freely, creating moments to cherish. Result: “Magic of Open Hair” (Khule Balon Ka Jaadu), an on-ground campaign inviting residential-area women (married and unmarried) for a colony-level “Hairstyle Contest”. • Aided on-the-spot by hairstylists guiding and preparing them for the contest with all the personal hairstyle equipment needed. • The essentials for everyday great hairstyle were explained and demonstrated, including using Nihar Jasmine, which everyone then received to try and experience. • Pictures taken by professional photographers throughout, displayed on a contest board. o In the evening, voting took place, with winners chosen and awarded/rewarded. Participants received their picture, framed. Every picture was posted on Nihar’s website, driving huge excitement among all involved.

Insights, Strategy and the Idea

In India’s hair care market, Coconut Oil brands (traditionally used as conditioners) dominate. While Marico leads in most parts of the country, competitor Shalimar has established a strong Eastern presence (35% share), despite Marico’s best efforts. In speaking to our biggest growth drivers - young, style-conscious women - we learned our challenge was the universal “fashion over function”. Coconut oil was seen as hair nourishment, but detrimental to hair style. In their minds, hair look was most critical, as it led to those rare, family and peer recognition moments. These “magical moments”, recognition for looking good, are so cherished that they are instantly recalled/narrated. Unfortunately, day-to-day hair style knowledge was limited, more associated with shampoos. That led to feelings of guilt at having damaged hair’s health through styling. Opportunity: Make the connection in a believable way that style and nourishment can co-exist, speaking to her head and her heart.