Parachute Jasmine Hair Oil Kumbh Activation

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Parachute, a leading hair oil brand in India, sought to expand its reach and promote its Jasmine variant at the Kumbh Mela, a massive religious gathering with an estimated footfall of 10 crore people. The campaign aimed to increase brand visibility, drive product trials, and ultimately, encourage consumer adoption of Parachute Jasmine hair oil.

Objectives

Enhance brand visibility and awareness of Parachute Jasmine hair oil, reach women attendees at the Kumbh Mela, drive product trials through free sample distribution, position Parachute Jasmine as a preferred hair oil choice, and create a positive brand image with customer-centric initiatives.

Target Audience

Women aged 18-45 attending the Kumbh Mela.

Concept

The campaign focused on offering a valuable service—secure changing booths for women—while promoting Parachute Jasmine hair oil. By addressing a practical need, the brand aimed to build trust and create a positive association.

EXECUTION

Changing Booths: Nine branded changing booths were set up near the Sangam, offering visibility and a secure space for women attendees.
Free Sample Distribution: Over 8-10 lakh free Parachute Jasmine hair oil samples were distributed, especially to women using the changing booths.
Hotel Partnerships: Vanity kits containing Parachute Jasmine hair oil were placed in 100 nearby hotels, with posters reinforcing the brand’s message in washrooms.

Results and Impact

Massive Brand Visibility: An estimated 20 crore impressions were achieved.
Direct Reach: Focused on the core target audience of women attendees.
High Sample Distribution: 8-10 lakh samples created widespread exposure.
Positive Brand Perception: The changing booths and samples positioned Parachute Jasmine as a consumer-centric brand.

Bottomline

Parachute Jasmine successfully leveraged the Kumbh Mela to enhance awareness, drive trials, and build a caring brand image through thoughtful, well-executed activations that resonated with the target audience.

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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