People with baldness believe baldness to be irresolvable. They accept it as their fate and learn to live with it. Moreover, they have become so resilient about it that they don’t even want to pay attention to any conversation related to it. Regain, the clinically proven brand to stimulate hair growth, wanted to shake up this mindset and make people open to the possibility of hair regrowth. But to get their attention when they weren’t even ready to listen to any such conversation was the key challenge. Hence photo-studios were selected as the intervention point to turn the baldheads into heads - full with hair. The surprise element came with the brand message included during the delivery of their original photos. In total, 68 studios were touched, 573 people were engaged and 289 bottles were sold.

As the key challenge was to grab attention of people with baldness, the brand needed to access through an intervention point where the target audience would not act as cool-cats during the dissemination of message and the interaction. Hence to ensure they become engaged, the brand was planned to intervene in the points where they can see the possibility of hair regrowth and the napping optimism can be flared again. Thus, photo-studios were selected as an intervention point where the idea was to turn the baldheads into heads - full with hair. The surprise element came with the brand message included during the delivery of their original photos. The idea was to be implemented in 68 studios for a total duration of a month. The whole plan was implemented as per the original plan.

The activity was replicated in 68 studios. Bald people who walked-in to take their passport-sized photo received a surprise in the form of photos of themselves full with hair. Initially they were astonished seeing the photos while some didn’t even recognize their own photos. After that, they were given their original photo back along with the edited photos having the brand message. In total, 573 people were engaged in all the studios and 289 bottles of Regain were bought from the kiosk outside the studios.