After running successful ad campaigns for the Kareena Kapoor endorsed Lux soap, Chocolate Seduction, and Axe’s chocolate fragrance, Dark Temptation, HUL has used the chocolate theme for yet another consumer product and has launched a playful campaign that targets kids.
HUL’s hair products company, Marico recently introduced a chocolate variant named ‘Chocolate & Milky Fun’ shampoo under its Parachute Advanced ‘Starz’ brand which is specially targeted at kids.
The outdoor campaign for this new variant comprises of school bus branding, bus shelters outside schools and residential areas, hoardings outside malls and at busy traffic junctions, and innovative kiosks at key traffic points introduced across Mumbai, Bengaluru and Delhi.
The media tools employed for promoting the Parachute Starz Chocolate Shampoo include television, outdoors, in-store (both general trade and modern trade) and a product reveal on the kid’s TV reality show, SaReGaMaPa Li’l Champs.
Commenting on the special kiosks’ lighting boxes, Sameer Sathpathy, head, marketing, Marico says, “The idea behind this was ‘Surprise’. Kids excitedly expect another chocolate; however, the teaser gradually reveals that it is not a chocolate but the first ever chocolate flavoured shampoo for kids in India.”
The account has been handled by the creative agency ‘Bartle Bogle Hegarty (BBH)’ while the emdia agency, Media Circle has worked on the media duties of this “multiple media, multi-crore campaign.”