Parachute Advansed Summer Fresh Challenge

Background STP Problem Digital Media Print Media On-ground activation TV/Radio Media

Background Product

Parachute Advansed Summer Fresh

Mint Extact & Coconut Milk

Freshness through cooling effect on skin

Non-sticky moisturisation

Helps counter sticky & sweaty summers

Background STP & Objective Problem Digital Media Print Media On-ground activation TV/Radio Media

STP & Objective

Segment : Body Lotion for Summers

Objective
To establish Summer Fresh upfront as a cooling body lotion that becomes a reason for consumers to try

TG : Women 25-44 SEC AB

Positioning : Cooling body lotion for summers providing freshness in sticky and sweaty summers

Background STP Problem Print Media

Problem
Why do I change my current cream and try Parachute Advansed Summer Fresh?

Wont it cause sticky face when I go out in the sun?

Will it actually cool my skin in sweaty summers?

Digital Media On-ground activation TV/Radio Media

Why not I wait for some people to try and I will go by their feedback?
Wont that affect my skin tone as it is the first of its kind and new?

Background STP

Print Media
Let the coolness reach the masses through Newspaper

Problem Print Media Digital Media On-ground activation TV/Radio Media

Give a front page ad in leading newspapers containing try-it-out sachets in all leading newspapers

Ad contains the message The only body lotion that provides cooling effect

This makes the readers to try the sachet and they discover the cooling effect

Cooling emerges as a discovered benefit post trial and the consumers then love it which creates a reason for them to buy it

Background STP

Print Media
Let the coolness reach the women through Magazines

Problem Print Media Digital Media On-ground activation TV/Radio Media

Give an ad on last page of leading womens magazines like Femina, Womens Era containing tryit-out sachets Ad contains the message Now even summers can be cool and fresh

This makes the readers to try the sachet and they discover the cooling effect
Cooling emerges as a discovered benefit post trial and the consumers then love it which creates a reason for them to buy it

Background STP Problem Print Media Digital Media On-ground activation TV/Radio Media

Social Media

Online contest
Your ideal getaway from the summer with your partner Have you ever had this ideal day Share it if you have Winner gets a free candlelight dinner along with a goody bag

Background STP Problem Social Media Print Media On-ground activation TV/Radio Media

On-Ground Activation
Women of our target group get concentrated in Foodmarts and vegetable markets in any part of India between the time 5 pm to 7 pm Summer Fresh promotion events are conducted in the vegetable markets starting from 5. 30 pm onwards in major cities

Event will attract audience in Foodmart and vegetable market which consists majority of women

The event would consist of quizzes and games. The winners of each events will be given Summer Fresh Body Lotion bottle.

Distribute try-it-out sachets to women in the audience and they can directly try themselves to get the cooling experience

Background STP Problem Digital Media Print Media On-ground activation TV/Radio Media

TVC - Make him fall in love with you every day

The key to a mans heart is first your skin..

TVC which highlights the natural ingredients of product

Woman wakes up husband who is instantly freshened by the smell woman applies product before going to work highlight the fact of losing moisture which in turn causes skin to loose freshness, softness, vulnerability to sun tan comes home still feeling fresh and invigorated at the same time her husband comes home feeling flustered

and then maybe his stomach

Prepares dinner for her husband who is won over Playful angle to the ad

sending a message to consumer how to win your husband over emotional angle to the product in addition to benefits prepares dinner for husband husband once again blown away by the feel of womans skin

Background STP Problem Digital Media Print Media On-ground activation TV/Radio Media

TVC - Make him fall in love with you every day

The ad will be telecast on prime time shows watched by the TG:

Star World Master Chef

TLC Flavours

Star Plus : Abp News 9:30 Yeh Saas Bahu Rishta Kya Aur Saazish Kehlata Hai