Chandrika soaps launches state-wide campaign in Maharashtra

Chandrika, the iconic handmade Ayurvedic soap with a legacy of over 80 years from the esteemed house of Wipro Consumer Care and Lighting, aimed to penetrate to new markets and resonate with a wider audience with its latest campaign in Maharashtra. Collaborating with Wipro Consumer Care and Lighting, Laqshya Media Group orchestrated an innovative campaign incorporating cutting-edge technologies and strategic approaches. The month-long campaign spread across major cities of Maharashtra with strategically positioned high-impact sites to reinforce Chandrika’s heritage and Ayurvedic goodness, elevating its position in Maharashtra while capturing the hearts of new consumers.

Laqshya’s in-house proprietary tool, SHARP, was the backbone of the campaign’s success. This powerful tool allowed the team to identify ideal locations in Maharashtra that aligned with the target audience’s preferences. Leveraging SHARP, the team meticulously measured key metrics such as reach and engagement to ensure optimal message delivery. The campaign was executed with a strategic mix of formats, including Billboards, Bus Wraps, Digital screens, Railway Station Media, and Metro Media. The strategic media mix optimised budget utilisation and enthralled the audience with captivating 3D visuals that eloquently portrayed Chandrika’s rich heritage and Ayurvedic essence. The campaign’s creative prominently integrates #ApneDeshkaGlow, forging a deep connection with the audience through diverse out-of-home tools while encouraging dynamic engagement across social media platforms.

Chandrika, a highly trusted brand with a rich heritage of millions of loyal customers, particularly in South India, has taken a bold step towards expanding its reach in core markets and attracting new consumers. The world’s first Ayurvedic soap, Chandrika, is now available in Maharashtra in a new pack, infused with time-tested Ayurvedic ingredients like coconut oil, sandalwood, and orange oil, providing a unique formula that effectively combats acne, dark spots, and dry skin giving its users a healthy glow. This soap is crafted with immense care over ten days, and this meticulous method has earned the unwavering trust of millions of women.

“Outdoor is a key component in our media mix as it enables us to precisely target clusters of interest and deliver the intended message. In Laqshya, we found an ideal partner who not just executes campaigns fast and at scale but also makes our executions more impactful. Their creative inputs are invaluable as they understand how to use the medium the best. Chandrika’s relaunch campaign needed very specific locations that would garner impact & excitement for the brand, and that has been delivered by Laqshya,” said Prasanna Rai, CMO and Head of E-commerce Business, Wipro Consumer Care and Lighting.

Amarjeet Hudda, Chief Operating Officer of Laqshya Solutions, added, “Collaborating with Wipro Consumer Care and Lighting on this prestigious campaign has been an incredible experience. We are proud to have contributed to Chandrika’s legacy and extend its presence to the people of Maharashtra.”