Why is this work relevant for Media?

We were one of the early old world brands in India, that too in the traditional hair oil category, to adopt and use the new age media inventory of TikTok. With the rapid growth of the medium amongst the young generation, most brands were rushing in its use it without really knowing how. Most were creating song and dance challenges because they’re a big part of content on the platform. However it was leading to a glut of similar kind of content, creating more of the same cluttering a relatively new medium. With our idea-based content that literally reignited brand

Background

Parachute Advansed, one of India's oldest hair oil brands, was having trouble connecting with Gen Z, who saw it as their mom’s brand. More troublingly, they thought hair oil itself as icky, and had moved on to whole new categories, like conditioners and shampoos, offering similar benefits. The brand wanted to connect and engage with them, while also finding relevance to their lifestyle. More so, because the kids were stuck at home with nothing to do during the lockdown, and were spending more and more time on platforms like TikTok, the brand wanted to explore new trendy mediums and formats to engage Gen Z. And help change the perception about the brand and their relationship with it.

Describe the creative idea / insights (30% of vote)

To connect with the new generation in 2020, we went back all the way to 600 BC. We dug up an ancient Indian oil head massage ritual called the Champi, and remixed and reinvented it for the TikTok generation. The ‘Champi’ is done to a rhythm, so first we analysed TikTok hits and created a catchy track based on the Champi’s rhythm, that changed tempo every 5 seconds. Next, massage experts designed a 3-step ‘Champi’ routine to the beat. Then TikTok’s coolest influencers did their own Champi’s to the beat, on their friends, families and even pets and dared their fans to replicate it. Gen Z fell or it. took it on. The response was staggering.

Describe the strategy (20% of vote)

#ChampiBeats was done to reinvent an age-old brand for a whole new generation. Being one of India's oldest hair oil brands, we didn’t fit into Gen Z’s life, neither as a category, nor as a brand. They were looking for the category benefits in cooler, newer categories like conditioners and shampoos. And as a brand, they saw us as their parent’s brand. Because Gen Z is only interested in cool content, cool moves, cool music - we had to reach them on their turf, and speak their language –TikTok. This viral platform provided a great opportunity for media placement, engagement and reach. And to get them to try our brand without even realising it, we had to find a new way of making the product fun to use, that was tailored for creating connections between people. So, we focussed on reinventing the experience, and revisited the distant past for inspiration.

Describe the execution (20% of vote)

To deliver this brand experience, we had to first compress a long, traditional stress-busting Champi massage into 15 seconds for the viral video platform. But, to make it an experience worth taking part in and sharing, we started with the music. By studying TikTok hits and age old champi rhythms we designed a catchy track to change tempo every five seconds. Then we got Champi experts to design a champi to the track, in three easy steps for the users to mimic on the platform. A 3-day promotion was planned on TikTok, on days when users were mostly likely in-need of a break, or a stress buster. Over 38 influencers were used for the campaign, and it was able to reach 86% of TikTok with the use of Bollywood celebrities.

List the results (30% of vote)

· +27 Billion Views · Up to 7.8 Million videos created with #ChampiBeats · Reached 86% of TikTok, India · +251 Million Impressions · +715 Million Likes, Shares and Comments · 14% Unaided awareness · 16% current usage · 10% future consideration among 18-24 Years · Competition imitated our campaign within weeks