The Challenge – Building Recommendation is simple using social media and existing relationships. But this was an audience that was not even online (6.4% Internet penetration).Creative Strategic Solution – We got back to traditional media, tying up with the State’s most popular Magazine, “Kumudam”. Instead of a regular print Ad, a pre-addressed envelope and a sample bottle were inserted with every copy, with a confident, clarion call: “Try this new product. If you like it, share your message with your friend using the Envelope. We’ll send her a sample with your personal message.”Once the Envelope came to us, a bottle was couriered to her friend with the recommendation in her handwriting; two more envelopes were attached for this friend to recommend further: the magazine became the new Facebook, creating real-life virals: Consumers were pleasantly surprised to receive a friend’s personal recommendation, right at their door-step through post.

The Brand engineered a live conversation: over 80% of consumers actually called up friends to thank them for the recommendation, establishing a much deeper connect and building credibility for the Brand, riding on a real-life relationship.Awareness zoomed to 73%.

Scores on “recommended by actual hair fall sufferers” moved from 0 to 65% within 5 months.

In Chennai, the State' largest city, Market Share doubled from 12.3% to 25% in the period.Market Share increased from 3.3% to 8.5% in the State within 2 months of activity, against a Year 1 plan of 10%.