According to studies, the beauty and salon industry in India stands at a whopping Rs 6,1534 crore with a CAGR of 14 percent. 2015 saw tremendous growth and expansion in both organized and unorganized markets. However, the unorganized market occupies a large- 70 percent of the pie. Grabbing this opportunity, Zee Cinema has unleashed an interesting and engaging brand awareness campaign in four cities including Mumbai, Pune, Nashik and Nagpur in Maharashtra.
Be it the latest ponytail look sported by Akshay Kumar or the Ghajini look of Aamir Khan, we all turn to Bollywood for the latest haircuts and grooming trends. Zee Cinema, true to its proposition of ‘Movies.Masti.Magic’, will have contextual branding in hundreds of local salons through mirror-branding, chair branding, foam-board branding on walls and glass-panel branding amongst others to ensure brand recall amongst it’s ardent viewers. With quirky one-liners and actors daunting the latest hairstyles, the branding will be a seamless integration of movies and style. Adding another feather to its hat, Zee Cinema is the first Hindi Movie channel to identify the opportunity and execute the novel campaign starting from Maharashtra focusing on the core audience of the channel.