The FAL Dopahar (Afternoon) slot was booked for a month’s time on 8 mainstream entertainment channels and was called ‘FAL Dopahar or afternoon’. Apart from the slot branding daily, there were customized promos aired across all day parts along with recap window and coming up branded templates. On an overage the slot promo was aired 12 times a day including prime time and late prime time slots. the slot not only provided nonstop entertainment to the viewers but also communicated the skin expertise and new FAL benefits effectively. During the content, montages and scrolls were aired to demonstrate how the new FAL is improved and more effective. It addressed the challenge by reaching out to the bulls eye TG at their favorite most slot with the right message framed exactly the way they wanted to see.

An overall 65% increase in ratings of the slot across entertainment channels.

Brand pyramid increased scores on advantage and relevance by 4 base points within the launch quarter: Advantage from 67 – 69, Performance from 73- 77, Conviction 62-64, Relevance from 74- 75

The campaign’s target was to achieve 4000 Grps in 9 Months. Due to efficient planning and slot branding, additional mileage was achieved within 6 months as FAL Zara delivered 5,817 Absolute GRPs

National Value Market share increased by 40 bps by end of 2012 value market share