<FONT COLOR="#FF0033"><B>Effies 2006:</B></FONT> Parachute Advansed turns Indian males into style icons

Marico launched Parachute Advansed After Shower Gel for men at a time when hair oil was considered old fashioned, while the use of hair creams was perceived as a cause of hair loss.

There were other products in this category such as Brylcreem and Clinic Active, but the entire category had shrunk in the last few years. The challenge for the brand was not just to capture a bigger share of the market, but also to grow the category.

Being a new entrant, the objective for Parachute Advansed was increasing the value growth of the category by 20 per cent, acquiring a market share of 25 per cent and roping in one lakh recruits. The target audience for the product was males in the segment SEC A and B belonging to the 18-20 years’ age group.

At the Effies case study presentation round, 2006, Ambience Publicis presented its work on Parachute Advansed After Shower Gel for men, under the Consumer Products category.

The agency found that the young Indian male wanted to groom and style his hair, but was not sure of how to do it. He believed that hair styling and preening was meant for celebrities, prissies and metrosexuals and not for the common man. Above all, he needed a legitimate reason for grooming, be it a date or a job interview.

The agency launched a campaign titled ‘Style On – Every Day’, with young cricketer and style icon Yuvraj Singh as brand ambassador. It was felt that Singh fitted well with the brand image and would appeal to the target audience. The communication integrated a 360-degree mix, including various youth touch points in malls, Barista outlets, theatres, Internet cafes and the Mumbai Marathon, apart from the conventional TV, print, radio and outdoor media. The campaign was even extended to the smaller towns.

The creative strategy was aimed at bridging the gap between the desire to groom oneself and the masculine world. It could thus provide young men with stylish looks that matched with their daily regime without making them starkly noticeable in a crowd.

As a result, the entire category of hair styling creams grew by 40 per cent against the target of 20 per cent set by Marico. And compared to the targeted 20 per cent market share, Parachute Advansed After Shower Gel for men garnered a market share of 43 per cent. It also roped in two lakh recruits against the target of one lakh.

Though its market share declined by 22 per cent, after this campaign, Brylcreem, which earlier commanded a 90 per cent share, experienced a marginal growth overall in volume.

© 2006 agencyfaqs!