The on-ground activity took place at six major malls in Delhi over three weekends
Neha Saraiya| Delhi | November 21, 2011
Godrej conducted an on-ground activation campaign recently for its product, ‘Nupur Mehendi’, to promote the long-term benefits derived from the ingredients of the product. Conceptualised and implemented by Integrated Experiential Services (IES), a unit of Madison World, the activity was conducted over three weekends in six major malls in Delhi.
The ground campaign extended the education on hair care and maintenance with natural herbs instead of chemicals. The initiative also aimed at inducing product trials as well as awareness to reach out to an audience comprising women in the age group of 15-45 years.
A disruptive set-up with a ‘Talking Magic’ mirror was the key engagement hook used to raise curiosity among the audience. The mirror surprised people by ‘talking’ to them, women in particular, visiting the malls and solved their hair-related problem and then let them sample the product. The mirror’s tips on how to become more confident and flaunt a crown of beautiful hair became an integral part of the activity. In addition, the emcee conducted a quiz and other interesting on-the-spot games to woo audiences.
Commenting on the activation, a spokesperson of Godrej Consumer Products, said, “Little or no knowledge of the benefits of herbs present in ‘mehendi’ exists nor the adverse effects of chemicals are understood, which makes it all the more important for us to communicate the ingredients and their long-term benefits. We wanted to enhance the knowledge among women about various herbs in the product, enable to them to choose options that best suit their hair care needs, thereby enhancing their hair quality and beauty.”
Saumen Roy, Business Head, IES, said, “Currently, the brand competes with both the organised and unorganised players, which is a big challenge and therefore something really innovative was required to catch the consumer’s attention. Therefore, anything mundane like a simple promotion would not have been attractive enough.”
Besides the mall activity, a fan page of the product was also updated about the on-going activity planned for the three weekends and also about the latest information on the product.
The ‘Talking Mirror’ campaign was also promoted through radio and OB links of the people who interacted with the mirror.
Great Initiative! Hope it helps to grow the brand handsomely in Delhi!