January 28, 2008
Parachute Advansed's Gorgeous Hamesha on Reliance Mobile World
Company:Reliance Mobile World
Brand:
Parachute Advansed
Background:
Parachute Advansed coconut hair oil, which comes with a fruity fragrance is the latest introduction from Marico. In its pursuit to keep the brands relevant to every generation, Marico launched Parachute Advansed coconut hair oil in 2004.
Parachute Advansed coconut hair oil comes packed in a sleek looking, light blue translucent bottle. Parachute Advansed coconut hair oil is for the all-aware young Indian woman who is demanding as she knows that there are a slew of other brands available to her. She does not appreciate sticky and smelly hair oils. This insight into consumer needs is what drives Parachute Advansed coconut hair oil. It therefore has a pleasantly fruity fragrance that easily lends it to being ideal for young professionals at work and at play.
This year they relaunched the same with the ‘Gorgeous Hamesha’ Campaign.
Goals:
To break free from traditional campaigns for hair oil which generally promise silky hair, purity of oil, non-sticky oils etc…
The USP of this campaign was the clutter breaking GORGEOUS HAMESHA song used in the TVCs, Radio etc.This song really is a soft, hummable & a romantic expression of the gorgeous looking Indian women.
With jingle as the differentiator in the heavily cluttered Hair Care market, Parachute Advanced had a good thing going….
What the brand now required was leveraging this campaign on the Reliance Mobile World platform.
How we crafted out a unique solution: Users of Reliance Mobile World’s Voice Portal were given an opportunity to hear & dedicate this song to their gorgeous partners.
Solution:
Since the objective was to provide an opportunity to hear the jingle, we suggested that voice platform would be the most interactive which can be then supported by the data platform i.e. Reliance Mobile World.
Out of 28 million active subscriber of Reliance Mobile, there are many millions users of the Voice Portal service which can be accessed by Dialing 1234 from their phones.
Execution:
Amongst the host of services available on our Voice Portal, one of them is Play a Song. Through this application you can hear & dedicate any song available under different genres such as Romantic Hits, Bollywood Top 10, International Hits etc.After hearing the same you can also send this song along with a personalized message to your loved one.
For the receiver, this comes as an incoming call from the sender’s mobile no. After he/she answers the same, first he / she can hear the personalized message of the sender which is then followed by the dedicated song.
We deployed the Gorgeous Hamesha song under the Romantic Hits category the idea being that we have a focused & targeted set of consumers who already have come to hear a Romantic Song.
In order to drive traffic & create awareness amongst the other set of consumers, we initiated the following:
- Amongst the general set of Voice Portal users who use the ‘Play a Song’ application, we modified the welcome prompt which said “Welcome to Play a Song....You can dedicate the Gorgeous Hamesha song available in the Romantic category”.
- Reliance Mobile World is the data platform of the host of Value Added Services that is provided by Reliance Mobile. This contains different genres of content such as Ringtones, Movies, Mobile TV, and Devotional etc...
Again in order to create awareness amongst the relevant TG for this song dedication, we deployed the Parachute Advansed Gorgeous Hamesha WAP Banner within the Ringtone section of Reliance Mobile World.
