1. Marico Campus Connections
Case study solution Submitted by Team: Vogue Maniacs Nilkancha Badhiye Serah Isaac IIFT, Delhi

2. “Judo Jad Se” “No hair fall” symbolizes stronger roots
The idea is to create a teaser ad and create buzz
“Judo Jad Se” will feature the following aspects
Connect with your values and culture
Connect with your elderly
Spend time with your kids and grandkids
Value your friends
Treasuring memories of a native place
A 60 sec video , making it viral through television, theatre advertising, YouTube and other social networking sites, supported by magazine ads and out of home advertising.
This will help Parachute maintain a constant image of community involvement.

3. Our marketing campaign focuses on 2 target segments:
Primary market: Females between 14 and 25 years of age (school and college going girls, who with a fast and modern lifestyle are ignoring their families, values and also the age old tradition of oiling hair)
Secondary market: Females above 25 years of age with a total family (working women professionals who find it difficult to maintain work and family balance who treasures beauty but do not have time for personal grooming)
We can also ask consumers to share their experiences or instances (which helped them connect with their roots) in form of short stories or few lines.
The company can also print personalised messages on Parachute Advansed hair oil bottle.
We can ask them to name 3 persons who connect them to their roots. The company will send personalised thank you messages with discount coupons for the product. Thus creating buzz about the product. .

4. Tie up with local salons
At times of hair fall, women will trust a hairstylist and friends’ personal recommendations more than any amount of brand messaging.  Salon’s usually may not have very loyal customers. But more often than not a woman usually frequents a particular salon of her choice if she likes the service. She also seeks recommendations and tips for personal care. The strength of word of mouth at this point should be leveraged by the brand. The brand needs to first target these stylists. Give samples to them to try out for 30 days and give discount coupons to them.

5. The stylists can further recommend their customers to use Parachute Advansed hair oil and give them discount coupons to buy the product.
Whenever the consumer goes to shop to purchase the product he can avail discounts by showing the coupon.
This will create an interest in surrounding customers and start ‘conversations’.
The salon gets indirect visibility as well.
The campaign can carry out a CSR initiative as well, where hair is collected throughout the week to make wigs for kids with cancer. 
People will not only see or hear ads; they will also read about the community efforts the company makes.