Brand owner: Marico
Lead agency: Ogilvy
Industries: Hair care
Media channels: Online display, Outdoor, out-of-home, Product sampling, Sponsorship - media, Television, Word of mouth, influencers
Budget: 1 - 3 million
Finding growth by challenging norms
The post-shampoo space in India hosts an array of non-sticky hair oils (NSHOs), conditioners and serums, with NSHOs (65% post-shampoo usage) valued at Rs6000 crores and conditioners at Rs500 crores.
Against the might of these well-established categories, leader in India's hair serum space, Livon, was trying to grow the category all by itself. After a decade of stagnation, it decided to change the playing field by challenging all the established norms.
Livon redefined the way serums were perceived in the post-shampoo space – from just one-use to many, from hair-wash day to all the days in between. While other products focused on hair-wash day, the day when hair looks its best, Livon positioned itself to offer benchmark salon-finish hair between washes too. This sentiment echoed with young, modern millennial women who wanted perfect hair every day.