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Radio Mirchi, Parachute launch the ‘One Hour Champi Kiya’ challenge

17-September-2005
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Radio Mirchi, Parachute launch the ‘One Hour Champi Kiya’ challenge

Radio Mirchi is all set to reveal the secret to lustrous, vibrant locks to youths across the country. The FM channel has partnered with Parachute Advanced to launch an innovative challenge – the ‘One Hour Champi Kiya?’ challenge – where youngsters are treated to experience the benefits of having a head massage before shampooing.

This venture entails visiting colleges and youth hotspots in Indore, Ahmedabad and Delhi to make young people aware of the advantages of head oil massages.

According to Radio Mirchi, research showed that a head massage with coconut oil one hour prior to shampooing made hair shiny and soft. The channel plans to take this message to the youth via a mobile massage salon.

“Since Radio Mirchi has always believed in providing innovative solutions to its clients, we have tied up with Marico to not only air their brand message, but also demonstrate radio effectiveness by doing on-ground activities in collaboration with them,” said Hitesh Sharma, Station Director-Radio Mirchi, Mumbai.

Elaborating on the tie-up Saugata Gupta, Marketing Head, Marico said, “This association is more of a fact that we wanted a multimedia and on-ground exposure, thus it made perfect sense to be with Radio Mirchi. Also we wanted to give consumer hands on experience of the product. A similar event was organised in Mumbai and Pune some months ago and we have now extended it to other cities. It’s, in fact, a huge revelation and a discovery for the consumer.”

An open invitation is being sent out to the youth of Indore, Ahmedabad and Delhi to come and experience the results of the massage. The mobile salons will be on the move through the streets of the three cities targeting local hangouts and colleges. The salons are fully equipped with a team of experienced beauticians on board who will massage the participants’ hair with coconut oil and then wash it and blow-dry it too.

Radio Mirchi will announce the route the mobile salons would be taking and where all they would be stationed at what time well in advance so that people can go to these salons and experience the head massage.

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