Campaign details

Brand: Bajaj Almond Drops
Brand owner: Bajaj Corp Limited
Lead agency: Motivator India (GroupM)
Country: India 
Industries: Hair care
Media channels: Events & experiential, Online display, Social media, Word of mouth, advocacy
Budget: Up to 500k

Executive Summary

Bajaj Almond Drops, the leading brand in the hair oil market in India, decided to gain market share from other hair oils in urban india by reinforcing the importance of a traditional habit: oiling hair for nourishment.

In India, hair oiling is a traditional grooming practice, however, over the last two decades or more, the product started to lose market to new hair serums, or just everyday shampoos and conditioners, as the younger target group (females) do not believe in the benefits of oiling hair and rely on cosmetic products to keep their hair healthy.