A free head massage, shiny black hair and ready results to show enriching properties beyond common oil - consumers had a first-hand experience of all this and more through an innovative activity carried out by Dabur Amla Nelli Hair Oil in Chennai on June 30. What is more, the initiative is all set to enter the Limca Book of Records for the longest duration of a hair massage session.
The hair oil brand organised the longest-ever, non-stop hair massage session held at the Abhirami Mall in Chennai. The activity aimed to re-launch the brand, adding a new Tamil word, Nelli (Amla), to it. The core idea was to draw the attention of the women in Chennai, giving them an opportunity to sample the brand, too.
The event started at 10 am and continued till 10 pm, giving head massages to 248 people through the day. Six head massage stations were set up at the venue, with six masseurs offering head massages to interested participants.
Talking about the rationale behind the activation, Arvind Shukla, brand head, Dabur Amla Hair Oil, Dabur India, says, "The idea is to make millions of women experience the Dabur Amla Nelli Hair Oil promise of rich black and strong hair. We are proud to host this event in the city of Chennai, thereby making another mark for this historic city in the record books."
He adds that while targeting to break the record, a lot of ground work went into various aspects such as venue selection (outdoor and indoor) and fixing the time of the activity.
The idea of the campaign was conceptualised by Live Events and Platinum PR.
According to Mayur Mirwani, chief executive officer, Live Events, the basic idea was the 'champi' marathon, which has not yet happened anywhere. Mirwani adds, "Regular 'champi' by a good quality hair oil, rather than normal coconut oil, can make hair more black and healthy. Through this campaign, we just wanted to prove that the brand, which is the leader in the category, can give the best 'champi'.
"We were quite successful in this campaign, which finally broke all the records."
For added attraction, popular Tamil cine star and Dabur Amla Nelli Hair Oil brand ambassador Sneha was present at the venue to encourage the participants. "I have been a firm believer in the goodness of the magical fruit Nelli and now it is proven that Dabur Amla Nelli Hair Oil gives visibly blacker hair," says Sneha.
Dabur Amla Hair Oil is a leader in its category with annual sales of Rs 350 crore; with the activity in Chennai, it is all set to enter the Limca Book of Records, too.