Vasmol

General Observations

According to a study, men use shampoo hair color more often than women as they tend to color their hair to hide graying hair. Women, on the other hand, require more care and assistance in coloring their hair.

Competitor Analysis

Competitors include Godrej Easy, Indica Easy, Vcare, VIP, and Blackrose, among others. The competitors mainly communicate the easy usage of their product, highlighting features such as time taken to color their hair, hassle-free usage, and no need for gloves. Men are their primary target.

Target Audience

Ayurprash positioned itself as top-up hair color for women in their early 30s and 40s who are more likely to have less white/grey hair when compared to women in the later stages of life. The main target of this campaign is housewives who prefer value for money and natural components in the product. The target for this campaign is divided into two categories: primary target women and secondary target men, aged 35 to 45 years, living in the tier 2 and tier cities of Tamil Nadu, including Coimbatore, Trichy, Salem, Madurai, etc. The target group is further bifurcated according to their daily routines, interests, income, health, etc.

Campaign Strategies

Product Positioning

Ayurprash positioned itself as top-up hair colour for women in early 30s and 40s who are more likely to have less white/grey hair when compared to women in the later stages of life. The main target of this campaign was housewives who prefer value for money and stick to natural components of the product.

After thorough research of the specified target group, the following strategies and campaign ideas were identified:

• The campaign directly communicates "Hair care is self-care." Among women, their hair is considered of supreme beauty, which requires extra care and attention.
• Social media and campaign creatives spoke primarily the native language of the target audience, Tamil, which established an instant connection.
• Other strategies for this campaign apart from social media marketing include YouTube Marketing, Influencer Marketing, and Online PR, which helped in penetrating to the right audience.

Social Media and Campaign Creatives

Understanding the target audience is not enough. It's essential to filter and find out where they spend their leisure time. With a little research, it was understood that the target audience spends their leisure time on content related to health, apparel, food and cooking, traditional activities, informative content, religious activities, farming, and organics, and horoscope. The major campaign type for the above was carousel ads that divert them to the website traffic.

After a thorough research of the specified target group, the following strategies and campaign ideas were proposed to create brand and product awareness in Tamil Nadu using a vernacular approach:

Social Media Marketing:

Facebook and Instagram were identified as the primary social media platforms to target the audience. The content was tailored to the interests and leisure time of the target audience such as health, apparel, food, cooking, traditional, informative, religious, farming and organics, and horoscope. Carousel ads were used to direct the audience to the website.

YouTube Marketing:

Our survey and research further revealed that most women of our TG in Tamil Nadu like to spend their time surfing through numerous youtube videos. The target based on search and interest through various channels such as entertainment, women-centric, organic women bloggers, cooking, hair and beauty, and horoscope.

Influencer Marketing

Word of mouth from credible individuals went a long way and we incorporated influencer marketing for this brand which worked like a charm. We collaborated with influencers such as Sridevi Ashok and Arun & Aravind Twin.