Nihar Naturals: 'Jaani Na' (I Don't Know)
Yousuf Rangoonwala
Campaign details
Brand owner: Marico Limited, IndiaAgency: BBH Communications India Private Ltd, MumbaiBrand: Nihar Naturals Hair OilCountry: IndiaChannels used: Branded content, Events and experiential, Magazines - consumer, Mobile and apps, Online video, Radio, TelevisionMedia budget: 500k - 1 million
Executive summary
This is the story of how a small brand working with a small budget in a small geography created a big impact, using unbranded and branded content and, more importantly, proved that 'cultural authority' is far more potent than...