Building the shopper strategy for anti-hair fall oils portfolio of Parachute Advansed in chemists
Rashi Saraswat
Campaign details
Brand owner: MaricoAgency: BBHBrand: Parachute AdvansedCountry: IndiaChannels used:Point-of-purchase, in-store mediaMedia budget: Up to 500k
Executive summary
Hair fall was one of the largest unresolved issues faced by women in India, and one that many haircare products targeted solving. Marico had two hair-oil brands in the hair-fall space – Parachute Advansed Ayurvedic and Parachute Advansed Scalp Therapie.
A majority of the anti-hair-fall oils business in India came from the chemist (pharmacy) channel....