CavinKare has hit the road in an effort to create a buzz around a new shampoo variant with a series of ‘mobile parlors’ in a theme similar to its TVC for the variant.
Having traversed the three states of Tamil Nadu, Andhra Pradesh and Uttar Pradesh, the road show in sync with the launch rollout across the country, has reached West Bengal now. And the campaign was working for the brand, according to its spokesperson.
“We’d like people to experience the brand. Besides the sampling that is achieved through the exercise, it creates a buzz – the vehicle is a see-through hair wash station or a mobile parlor – and for a lot of the audience, who have never been to a hair wash station, it is a unique experience,” said Ramesh Vishwanathan, Vice-President, Sales, Personal Care Division, CavinKare.
Each mobile parlor is manned by two hair stylists, three promoters and one supervisor, and operates in selected towns with a population of 50,000 to 100,000.
Approximately 120 towns have been covered in each of the four states. A tie-up with Radio Mirchi in markets like Chennai ensured that the buzz was carried forward through the media too. For two weeks, the FM station reported the parlor’s progress across the city and carried interviews of those who had a hair wash there.
That the campaign had been a hit was amply demonstrated by the long queues of people outside the parlor in Kolkata on Tuesday, asserted Vishwanathan. He further said, “It also makes a lot of sense in urban markets, where Chik is traditionally not as strong as it is in rural markets.”
The activity will be evaluated by monitoring the market shares and brand health scores in the markets. A similar activity done earlier for Spinz had also turned out to be quite a success, and the theme then too had played on the TVC for the brand.
Engagement on the ground seems to be an accepted norm for re-creating the brand experience, and more brands from the stable might just follow suit.
The budget for this one set of road shows alone is around Rs 75 lakh, and it seems to be a well-placed investment to supplement the above-the-line media spends on television. Three agencies have worked on the promotion so far – Embers Event Managers, HEPL (CavinKare), and Ogilvy Direct.