PARACHUTE ADVANSED JASMINE EXPERIENCE THE SHINE BRAND IT LIKE BECKHAM Arpit Rathi Jenson Johny Nikhil Jain Swati Dugar

Problem Statement To come up with an idea/activation to establish PAJ as a brand that own up in the shine attribute across multiple touch points like social media, colleges, retail outlets and salons TG Explorer of trends and styles through multiple media exposure. Indulge in peer opinions and advice to get best stuff The Social Butterfly The ambitious one, always working to move up the ladder. Use a product only if it gives desired result The Active Aspirer Constantly looking for change, for something new. The one with exploratory mind and a trend setter The Eurekan The one with impulse purchasing behavior. Get easily influenced by packaging and advertisements The Intuitive Shopper One who learn late about things. She is normally a influencee and use products referred by friends The Late Learner Insights Product Offering Perfumed coconut hair oil Non-sticky Pleasant Jasmine fragrance Application of this oil doesn’t make your hair look bad Girls love to try new hairstyles and constantly looking for makeovers. Girls also consider their hair of paramount importance when it comes to looks Girls also pride themselves on having strong and shiny hair. This attribute can be leveraged by providing them a platform to prove the same Girls also like to try new products now and then but have their inhibitions because of bigger SKUs present in market Promotion The TVC promotion focused on the style quotient provided by the product They also gave information on the SHINE factor and the goodness of coconut oil Celebrity endorsement

THE BIG IDEA- “THE SHINING LADY” Hi, Welcome to “THE SHINE WORLD” YOUR PHOTO HAIRSTYLE SHINE NOURISHMENT APPLY APPLY FOR REAL GET A SHINE SAMPLER PRESS Virtual Simulator across the city Moving Platform in the form of Kiosk Helps you try Jasmine oil virtually and really Offers free oil sample on entering “THE SHINE WORLD” Use it on the spot, without dirtying your hands EXPERIENCE THE SHINE DOWNLOAD APP Participate in PAJ Contest: World’s Shiniest Hair Use PAJ, Click Photo, Upload, WIN PRE- CAMPAIGN CAMPAIGN POST- CAMPAIGN Create a dedicated page for the particular product Use this page for all further activities  Creating Hype across Social Media  Release a video defining the virtual lady  Post reviews of already existing users of the product Setup your social channels Inform people about “THE SHINING LADY” visits through Newspapers, FM Radio and social media Use a hype-generating tactic  Inform about the limited time period of the campaign to create a sense of scarcity and privilege among those who can be part of the campaign Schedule the visit of Shining Lady across various parts of the city Launch the application Push and Pull Strategy:  Offering Shine Sampler- Push strategy  Limiting the time duration of the campaign- Pull strategy The Shining Lady offers shine sampler as soon as someone apply the oil virtually The Shine Sampler is one of its kind, it is a paper with oil on one side and completely clean the other side, therefore helps the users to apply on spot without dirtying their hand Shiniest Hair Contest across Cities  To take part in the contest, participants need to post pictures of their hair after using PAJ Post videos of reaction of people after using Shine Sampler Ask for feedback, Monitor feedback and encourage reviews Daily winner contest: Get maximum likes on your PAJ hair photo and get a free haircut voucher Tie-up with salons: Mutual Benefit. While PAJ will increase the salon’s reach, salon can increase the product penetration SHARE

MECHANISM FOR IMPLEMENTATION Few activation vehicles that will carry the kiosk as well as the dispenser Vehicles will be parked around various touch points like School/Colleges, Movie Theatres, Malls, Big Retail stores etc Scheduling of vehicle shall be done based on the gatherings at various places like in morning or afternoon near school/colleges in evening near malls etc Scheduling information can be provided through social media pages, mobile apps, newspaper, radio announcements Scheduling InformationScheduling Mechanism Schedule of The activation bus for the day - 9 am - 11 am : IIT Delhi, SRCC, LSR, Miranda House, Jamia, JNU 12 am - 2 pm: Red Fort, Humayun Tomb, Karol Bagh, India Gate 2 pm - 5 pm : PVR priya, DT star Gurgaon, PVR saket 6 pm - 9pm : Cyber City, DLF promenade, DLF saket Be there and give your hairs a new shine :) The Shining Lady

IMPLEMENTATION AT VARIOUS TOUCH POINTS Multi Platform mobile application Users can observe virtual application of PAJ Users can upload their pictures and play with hairstyles User can submit their application for the contest Radio Announcements of the campaign Scheduling information of activation vehicles Testimonial interviews of the participants One time shine sampler can be distributed attached with newspaper In the same newspaper QR code for the app and contest should be provided Scheduling Information of activation vehicles Tie ups with salons to provide user with the experience of PAJ after hair cut Free vouchers of salon to daily winners Dedicated Facebook page for PAJ Facebook Application same as mobile application Submission page for contestants Scheduling Information for activation vehicles The Shining Lady You have won a hair cut at beauty salon The Shining Lady

The Social ButterflyThe Active AspirerThe EurekanThe Intuitive ShopperThe Late Learner ADDRESSING THE TARGET GROUP Facebook Application: Upload Photo and Share Online Contest: Shiniest Hair Daily Contest: Get maximum likes on your PAJ hair photo Sharing experience of using the Shine Sampler and interaction with The Shining Lady Virtual Experience Unique Shine Sampler- One of its Kind Automatic Dispenser Shiniest Hair Contest Daily Contest First Try then Purchase Scheduling of the mobile kiosk beforehand Word of Mouth Reviews of existing users Videos of first time user of Shine Sampler MOST EFFECTIVE TOUCH POINT Try different hairstyles virtually Chance to get a Free Haircut Unique Shine Sampler On the spot application of oil without dirtying your hand