Campaign details

Agency: PR Pundit
Brand: Aveda


The introduction and launch of Aveda, prestige hair care brand inspired by Ayurveda, in November 2018 offered a powerful and unique storytelling opportunity - inspiring us to deliver an immersive brand experience. We needed to:
  • Position Aveda as the undisputed prestige brand in pole position in the natural hair care segment
  • Create anticipation, buzz and awareness for its launch in India
  • Stamp Aveda's unique positioning - natural, sustainably-sourced, high performance hair care
  • Build advocates among the hair care & styling community to drive credibility, loyalty and recruit consumers while driving key messages and highlighting Aveda services, rituals, experiences

Task at hand & challenges