In its endeavour to outreach young girls, Cavin Kare with its superior range of shampoos, Chik Satin partnered with Jagran Solutions, India’s leading new age marketing agency that provides solutions for Brand Activation via Consumer Connect Strategies. A marketing program was designed to reach out to more than 800 schools across Delhi & NCR, UP and Maharashtra to make young girls realize their dreams and the importance of Confidence in achieving the same.That was how the Power of Confidence was brought alive among 4 lacs young girls of today.
Jagran Solutions conceptualised and designed the experiential marketing program: Chik Satin “Chhoo Loo Sitaaron Ko” with an objective of building positive self-belief in one-self in order to face the world confidently through personal grooming & hair care with Chik Satin. The program was supported by an inspirational audio-visual film on top Indian Women Achievers. The program received an overwhelming response making young girls express their dreams and how Confidence will empower them to achieve the same.
Ambika Sharma-National Head Jagran Solutions comments, “As we began the initiative we were clear to outreach young aspirant girls. With the evolving trends they are the key influencers, secondly; have an Intangible Want that needs to be fulfilled i.e. looking good for psychological security and self confidence is on top of their mind. As the brand Chik Satin aims at giving its users a feeling of confidence with gorgeous hair, with this program we were able to create a strategy that amalgamates brand values with customers’ psychographics quite effectively & thereby creating a right connect.”
According to Vineet Thakroo, Vice President, Marketing-Chik Satin, “brands are supposed to deliver positive values & enrich consumer’s life. This activation successfully brought the brand essence: “Khule Baal Khuli Duniya’s” true manifestation to real life & hence created an emotional connected with the consumer by becoming a part of their lives. Also, it created an intimate brand experience, touch & feel & brand interaction with its core target audience, over-all delivering a high return on investment in today’s extremely dynamic marketing environment.”
The program began in mid week of November 2008 and has reached its distribution phase. It will culminate in by the end of May 2009 by rewarding Scholarships to top three Confident Girls in each city. It can be looked as a marketing tool delivering brand propositions in an intact, novel & controlled manner.