Hair & Care allows hair to do the talking on OOH
By Pray Jani - December 16, 2019
The brand promotes #KhuleBaalBefikar targeting youth female audience with a mix of technology to communicate their USP vividly
Hair & Care’s latest campaign #KhuleBaalBefikar grabs the attention of the masses with its recently launched high-tech wind sensor technology led OOH Campaign. MOMS’ servicing and creative teams jointly worked on the idea and execution of the campaign was to highlight the product USP which is ‘light and free open hair’ using technology-led innovation in the OOH space.
For the campaign, DOOH media at metro stations in Mumbai, and bus shelters at Jaipur. These digital screens were fitted with wind sensor technology, programmed to be activated with the gust of wind that accompanies the arrival of a train or bus. It then activated the ad featuring Shraddha Kapoor from a static image with open hair to an enchanting image of her hair fluttering with the wind. The screens displayed the campaign hashtag, #KhuleBaalBefikar and the brand logo among other attractive creatives.
Speaking about the campaign, Koshy George, Chief Marketing Officer, Marico Limited, said, “At Marico, our priority is to understand consumer mindset and accordingly develop an insight-driven campaign. Hair & Care is a young, fun brand for audiences who like to enjoy every moment in their lives fully. These consumers are always looking for entertaining content on the new age social media platforms and are willing to adopt new trends. Our media mix was hence devised scientifically keeping in mind newer formats that would gain engagement from our core consumers.
Jayesh Yagnik, Chief Operating Officer, MOMS says, “We at MOMS are gearing up for the onset of DOOH. Not only are we always on the lookout for innovations and strive to connect the dots with Digital but we have set this up as a part of our DNA across all our teams. The endeavour to be in-sync with the latest technology and its implementation in the OOH space is the key ingredient for Hair & Care’s technology driven innovative OOH or rather DOOH campaign.”