The execution focused on establishing that “hair-oil application prior to playing Holi is good for hair and eliminates any hair damage”. This was amplified across multiple-touch-points for a week before Holi.

On television, the lead protagonists / reality-show-icons demonstrated the brand benefits. In press, we created a special Holi feature with oiling benefits embedded within. On internet we created a riotous-color-roadblock. On ground, we organized a Holi party where revelers were shown applying hair oil.

We captured the consumer at her most “susceptible” moment with the timing and the well-knitted-integration of the brand message. 60% recalled the message with Holi; sales jumped by 35% post Holi and in potential markets we overtook the traditional market leader for the first time.