"Change we can believe in".A fat girl named 'Ple'. She is an office worker. She has a boring life and is lonely. Her only hope is to get a chance to talk to the man of her dreams in her office, who doesn't know she exists. One day, she changes her hair colour. This little change has made her life enjoyable with a new day, new experience, new motivation and new attitude.After the launch, the brand has been percieved as 'cool'. The positioning has shifted up from benefit driven to attitude territory and become popular.