In Indian Massagaing hair oil is a necessary ritual when it comes to hair grooming. An indulgent, relaxing act which ensures healthy, beautiful hair. However with todays fast-paced lifestyle, a traditional hair massage consumes time. The recent trends depict the hair oil category as fuddy-duddy and boring. All the above affected the sales of Parachute Advansed hair oil.The launch of the INNOVATION - the massager- was the answer to bring excitement back to the category and to bring back the pleasure of massaging without the pain. The campaign was done to communicate that one could have theexperience of a personal masseuse at the press of a button.

The task was to give the audience a first hand experience of how theMASSAGER actually felt. It felt as real and as pleasurable as ones personalmasseuse. And we did exactly that. We had a teaser phase where we announcedthat "your personal masseuse soon at a store near you". We simulated theactual experience of a massage on hoardings, malls. We also had a girlmoving around with a pair of hands massaging her head to create intrigue andexcitement. We then did a dramatic launch of the product- the massager. Thebuzz was everywhere- in outdoors, malls, multiplexes, van activity,internet.