To gain acceptance amongst the “traditional” consumer and but still maintain a “modern” brand image, we combined the traditional folk-form of PUPPETRY with contemporary movie themes. Into this movie theme, we embedded famous film characters and developed scripts addressing the myths about hair dyes. In the mornings, these puppet shows traveled through mobile-floats to high traffic areas like bus-stops, local markets etc and in the nights these puppet shows provided entertainment to the whole village.

200,000 people were contacted and 50,000 brand trials were achieved across 65 villages in 2 months.