The Objective:

To launch Park Avenue’s Shampoo with ‘Beer’.

The Idea:

To reach out to our TG (the youngsters) we leveraged Mumbai’s then nightlife situation which was wiped out by the moral police. We created an Integrated Online Campaign around the idea ‘how can your hair have fun when you can’t?’. It comprised of viral videos, Facebook page and web banners showcasing a character who symbolized an infamous cop.

The results:

52,000 bottles were sold in the first month itself. Online fans increased from 1.5 lacs to 7.5 lacs. Dealership enquiries soared by 38%.