Nihar Naturals PCN: A hair oil brand to a cultural brand

This case study shows how Nihar PCN, a hair oil brand, successfully increased sales and brand awareness in India by focusing its campaign on gender stereotypes.

Nihar Naturals PCN: A hair oil brand to a cultural brand

Campaign details

Brand owner: Marico India Private Limited Lead agency: BBH Communications India Private Limited Brand: Nihar Naturals PCNCountry: IndiaIndustry Hair careMedia: Content marketing, Events & experiential, Newspapers, Outdoor, out-of-home, Public relations, Sponsorship - media, Television, Television - direct responseBudget: 500k - 1 million

Executive summary

Nihar PCN is a value added coconut hair oil. The brand operates in West Bengal and competes with Shalimar, the heritage brand for the last 70 years and the 'original...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands