Situation:

Hair oiling is losing relevance amongst today’s youth

Objective:

To build relevance in an exciting manner in the hair oiling category and build positive conversations around it to make the category engaging

Insight:

To contemporize an age old ritual like oiling, the growing need for relaxation & rejuvenation in the modern lifestyle was explored as an allied space to build interest. Head massages, as a concept was always intuitively connected to hair oiling but needed an inspiring makeover to drive excitement.

The inspiration: How Indian Yoga went to the West became Yog and came back to India

Idea!

‘Art of Oiling’. Quick DIY head massage tutorials

International Massage Expert, ‘Moses Chundi’ was identified by PR as the practitioner of Art of Oiling. Created 7 DIY massage techniques in the spaces of relaxation, beauty, energy & bonding….Propagator was Nargis Fakhri, Parachute advanced brand ambassador and leading Bollywood actress

Oiling the Digital engine:

Top 40 Indian beauty bloggers were invited to experience the art of oiling

Learnt DIY techniques & shared it on their blogs

Results:

• Word cloud shift seen after the campaign. Pre campaign on searching for Hair oils there was no mention of the brand, post campaign brand name was seen.

• Good Reader engagement by blogger fans on their oiling posts

• Blogs reached 1.5 million internet users & the video created on the blogger event had over 4 lakh views

No. 5 campaign out of the 21 best social media campaigns by industry for last quarter

To contemporize an age old ritual like oiling, the growing need for relaxation & rejuvenation in the modern lifestyle was explored as an allied space to build interest. Head massages, as a concept was always intuitively connected to hair oiling but needed an inspiring makeover to drive excitement. Art of Oiling, a signature line of quick DIY head massages with an array of benefits, had the International Massage Expert, Moses Chundi as its creator-turned-practitioner and the Influencers under Parachute Advansed Knowledge Centre (PAKC) as its proponents. The signature line had 7 massages with benefits varying across spaces of Relaxation, Beauty, Energy & Bonding.

Impact

• Word cloud shift seen after the campaign. Pre campaign on searching for Hair oils there was no mention of Paracute advansed, post campaign Parachute Advansed was seen.

• The event garnered a favorable reaction as the bloggers put up blogs on the Art of Oiling, potentially reaching out to over 1.5 million internet users. The launch was also covered by several prominent media houses and TV channels which put up content on their properties which promoted visibility & awareness for the initiative.

• The videos created on the blogger event had over 4 lakh views

Ranked #5 in The 21 Best Social Media Campaigns Of Quarter 1, 2015 in www.lighthouseinsights.in

Digital became the first port of call to spark off the category engagement journey & influence the opinion leaders: SEC A consumers based in Metros. In order to kick start the movement, 40 top bloggers in the country were invited for an experiential event in Mumbai, anchored by Moses & Nargis Fakhri. The top 40 beauty bloggers in India oiled their hair at the event, something they hadn’t done for years! They learnt the art of oiling techniques from Moses. The experience made them nostalgic of their school days where moms used to insist with hair oiling. Bloggers clicked oiled hair pictures at the event and posted them, a rare thing a beauty blogger will do on her social media channels. The Live video booth put up ensured that bloggers asked Moses to demonstrate some head massage techniques on them that they could share with their readers.

In India, hair oiling frequency has been consistently dwindling across age groups and geographical clusters over the last decade. With the evolution of modern hair care formats, which claim the benefits traditionally associated with oiling minus the hassles, the category of oiling is losing relevance and seen to be a fuddy-duddy practice. The situation hence was to build relevance in an exciting manner in the hair oiling category and build positive conversations around it to make the category engaging.

The strategy was to target influencers who will influence this generation. Just traditional media presence wasn't enough. The target audience for this campaign was mainly young girls in the age group 17-25, people who used to oil their hair on school days when their mom had control over their hair. They lapsed out of the oiling behavior when they reached around teenage years and completely lost touch with oiling. Most lapsers later realized the importance of oiling when they started seeing hair problems due to excessive use of chemicals on their hair. The aim through this campaign was to get the youth back to a habit they lost touch with...Oiling...