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Laut Aaya Aapka Apna Hair & Care
Hair & Care Re-launch Campaign
“Experiential Marketing Campaign of The Year: Silver Award”
Hair & Care, a trusted name in hair oil segment, faced a significant challenge when the discontinuation of its original product led to a decline in brand loyalty and consumer trust. To address this, the brand launched the “Laut Aaya Aapka Apna Hair & Care” campaign, aiming to reintroduce the beloved product, rebuild trust, and re-engage the customer base.
Objectives
Re-launch the original Hair & Care hair oil, rebuild consumer trust, reconnect with existing customers, and educate them on product benefits.
Target Audience
Rural consumers in Gujarat and Rajasthan with a strong affinity for the original Hair & Care hair oil.
Concept
The campaign created a festive, interactive experience to reintroduce the product, engaging consumers through activities and incentives.
EXECUTION
Spanning 860 villages, the campaign included:
- Video Showcase: An animated video on product benefits, followed by a Q&A session.
- KBHC on Wheels: A contest with prizes.
- Sensory Engagement: Activities like ‘Soongho toh Jaane’ (smell identification) and ‘Chhoo ke Pehchano’ (touch identification).
- Exchange Offer: Consumers swapped their current hair oil for Hair & Care.
Results and Impact
- Increased Penetration: 3% in Rajasthan, 1% in Gujarat.
- Sales Growth: 25% in Rajasthan, 35% in Gujarat.
- Rebuilt Trust: Restored consumer confidence.
- Enhanced Brand Recall: Interactive activities reinforced product awareness.
Bottomline
The campaign effectively revived Hair & Care by leveraging nostalgia and engagement, resulting in boosted sales and renewed consumer trust.
New Customers
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Towns Covered
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No. of Retailers Connected
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Total Sales
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