Building the shopper strategy for anti-hair fall oils portfolio of Parachute Advansed in chemists

Rashi Saraswat

Campaign details

Brand owner: Marico
Agency: BBH
Brand: Parachute Advansed
Country: India
Channels used:Point-of-purchase, in-store media
Media 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. Having traditionally played in the kirana and general-store channel, the chemist channel was not a Marico stronghold.

The challenge was to start winning in the chemist channel. Marico recognized the opportunity to influence shoppers at the point of purchase by understanding their behaviour in the chemist channel and overlaying the hair-fall category knowledge that resided internally.