Godrej Nupur Mehendi creates a Wonderful Tale of Hair, Beauty and Intrigue

Godrej Nupur Mehendi, from the house of Godrej, is a leading product in its category and is amongst the top selling Product in North India. Godrej Nupur Mehendi which is known to introduce interesting concepts" announced the campaign to promote the long-term benefits derived from the ingredients of its Mehendi.

The ground campaign extended the education on hair-care and maintenance with natural herbs as against chemicals in its continued endeavour to make women feel more confident and beautiful.

The initiative also aimed at inducing product trials as well as awareness to reach out to an audience comprising women in the age group of 15-45.

A disruptive set up with a Talking Magic mirror was the key engagement hook to raise awareness against chemicals and drive benefits of Godrej Nupur Mehendi with 9 natural herbs. The mirror surprised the people by "talking' to them, women in particular, walking in the malls and solved their hair related problem before sampling the product to them. Besides leaving the audience intrigued and amused, the mirror's tips on how to become more confident and flaunt a crown of beautiful hair, was very well received by women and even men who walked up and sampled the product. In addition, the emcee also played a quiz and other interesting on-the-spot games on identification of the natural herbs in Godrej Nupur Mehendi. The winners were given Godrej Nupur Mehendi product hampers.

The spokesperson from Godrej Consumer Products stated: "Little or no knowledge of the benefits of herbs present in the Mehendi exists nor the adverse effects of chemicals are understood which makes it all the more important for us to communicate the ingredients and their long-term benefits. We wanted to enhance the knowledge of women about various herbs in the product, enable to them to choose options that best suit their hair care needs, thereby enhancing their hair quality & beauty."

Saumen Roy, Business Head, IES said: "Currently the brand competes with both the organized and unorganized players, which is a big challenge and therefore something really innovative was required that catch the consumer's attention. Therefore anything mundane like a simple promotion may not have been attractive enough"

Not only did the client and the Marketing fraternity laud the effort, the respondents were also delighted over the thought of a Mirror speaking to them, A Mall Visitor Pallavi Sethi commented "It was really fun interacting with the mirror and I felt that I learnt a thing or two about my hair problems" Sumitra Das on the other hand was very happy that a product in the market contained so many herbs she recalled "In the early days, we used to apply Bhringraj oil, neem separately, Godrej Nupur Mehandi has filled the void and I am looking forward to use it".

Apart from Women TG, the Activity, Product and its benefits appealed to the younger audience too who participated in the activity through the Godrej Nupur fan page on Facebook. The fan page kept the users informed about the on-going activity planned for 3 weekends and also about the latest on the product.

Madison IES's Saumen Roy says that the beauty of the activity was that it had a positive spill over in the social media world and further, he went on to share that activities like these played a key role in creating positive disposition for the brands state of art Talking Mirror campaign is also being promoted through radio awareness and OB links of the people who interacted with the Mirror.