In a bid to promote Nupur mehendi, a product from the Godrej stable, the consumer goods company recently launched a below the line (BTL) activity involving a 8 feet X 10 feet 'Talking Mirror' to raise awareness against hair chemicals and the long term benefits of using Nupur mehendi.
In addition, an emcee conducted quizzes and other on-the-spot games on identification of the natural herbs in Godrej Nupur mehendi. The winners were handed over Godrej Nupur product hampers. As claimed by the company, the product contains the extracts of nine herbs, namely Brahmi, Shikakai, Aloe Vera, Methi, Bhringraj, Amla, Neem, Hibiscus and Jatamansi.
This activation was conceptualised and implemented by Integrated Experiential Services (IES), a division of MOMS, a unit of Madison World.
Talking about the brief, Saumen Roy, business head, IES, says, "The brief was very simple. We had to create something clutter-breaking in order to create an impact among the target audience."
He adds, "Currently, the brand competes with both organised and unorganised players. Therefore, something really innovative was required to catch the consumer's attention. Anything mundane like a simple promotion may not have been attractive enough."
The activation, which concluded this weekend, aimed at inducing product trials among women in the age group of 15-45 years.
Talking about the response, Roy says, "The audience was left intrigued and amused by the mirror's tips on how to become more confident and flaunt a crown of beautiful hair. It was very well received by women; men, too, walked up and sampled the product."
The on-ground campaign was carried out for three consecutive weekends in six malls in Delhi and NCR, including MGF Metropolitan (Gurgaon), DLF Saket, Great India Place (Noida), V3S (Laxminagar), City Square (Rajouri Garden) and East Delhi Mall (Ghaziabad). It reached approximately 13,000 people in this duration.
To reach out to the younger audience, the Godrej Nupur fan page on Facebook kept users informed about the ongoing activity; it also highlighted the benefits of using mehendi on hair.