The Brief

Hair fall, while being common among women in India, is sometimes neglected or accepted as inevitable. We decided to make this most personal of problems a little less personal.

Describe how the promotion developed from concept to implementation

We launched the Magic Drain Opener which promised long-term freedom from clogged drains. We flooded stores with free samples of our product. Our promoters made sure every shopper walked out with a free sample. When they opened their packs, they found a sachet of Pantene Pro-V Hair Fall Protection shampoo instead. Fallen hair is the main reason behind clogged drains. So, stop hair fall. Stop drains from clogging. The pack also had a Rs 10 discount coupon redeemable on buying a 100 ml Pantene Pro-V Hair Fall Protection shampoo pack and a number to SMS to for hair protection tips.

Describe the success of the promotion with both client and consumer including some quantifiable results

We were successful in showing the mirror to busy women who had forgotten that by taking care of themselves better, they could take care of their homes better. Of the 40,000 discount coupons that were distributed, 12,000 were redeemed.

Explain why the method of promotion was most relevant to the product or service

There is a lot of noise when it comes to hair care advertising. Every brand talks of nourishing/strengthening/lengthening hair. We changed the playing field by taking the game of hair care advertising to the home care arena. Pantene is a brand that is recognised worldwide for its innovation. And our non-traditional approach is a testimony to the living genes of innovation in every Pantene product.