MARICO

Brief

Hair-oiling is a generations old ritual in the Indian culture, but due to a shift in our lifestyle, it’s no longer a daily ritual. Our cluttered life has driven us towards less time consuming choices and quick fixes, a complete paradigm shift from sustained nurturance to sporadic cures. Our challenge was to re-establish the relevance of hair-oiling among our consumers.

Solution/Execution

The process of hair oiling was considered to be tedious, time-consuming and old-fashioned and hence needed an inspiring makeover to drive excitement in today’s times. We reintroduced oiling in a modern, contemporary avatar and created the Art of Oiling - a collection of 7 DIY massages. Each massage offered a unique benefit like de-stressing, relaxation and instant energy, co-created by Parachute with an international head massage expert. To help people experience and try out each step of the seven massages, we created a virtual instructor, an augmented reality tool that tracked a user’s facial features using their webcam and guided them through each step of the massage by showing the exact pressure points and rubbing techniques.

RESULTS

• 7763036 Total Impressions (Search, FB, Twitter)
• 95113 Reach
• 66099 Total Likes on FB
• 2680 Mentions on Twitter
• 3648 Unique Visitors