Nihar Shanti Amla: Change made easy

This case study tells of how Nihar Shanti, an Indian Amla hair oil brand, increased its market share by introducing an educational branded mobile platform.

Nihar Shanti Amla: Change made easy

Yudhishthir Agrawal

Campaign details

Brand Owner: MaricoLead agency: BBH Communications IndiaBrand: Nihar Shanti AmlaCountry: IndiaIndustry: Hair careMedia: Content marketing; Mobile and apps; Point-of-purchase, in-store; Print - general, unspecified; Radio; TelevisionBudget: 1 - 3 million

Market background and cultural context

Nihar Shanti Amla: The Cheap Amla

In India, hair oils have a 92% penetration, driven by Amla oil that contributes 33% to the category. Nihar Shanti Amla is one such affordable Amla hair oil sold in the Hindi1belt of India....

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