Parachute Ayurvedic Advanced Hair Oil: Don't ignore hairfall

Sanjay Sharma and Arjun Paul Vedanayam

The case study describes how, in India, Parachute Ayurvedic Anti Hairfall Oil (PAAHO) was built on the platform of personal recommendation and how by changing approach to within this traditional medium, the brand was able to achieve its objectives.

Parachute Ayurvedic Advanced Hair Oil: Don't ignore hairfall

Sanjay Sharma and Arjun Paul Vedanayam

Campaign details

Brand Owner: Marico India Lead agency: BBHBrand: Parachute Ayurvedic Advanced Hair Oil (PAAHO)Country: IndiaIndustry: Hair careMedia: Magazines – consumer; Newspapers; Packaging and design; Point-of-purchase, in-store; Television; Word of mouth, advocacy Budget: 1 – 3 million

Market background and cultural context

An established category

In India, people have been oiling their hair since antiquity. Hair oils are extracted from various seeds (coconut, mustard, amala-Indian gooseberry etc.). The seed loyalty varies from region...

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