Shanti Badam Amla intended to establish awareness of brand Shanti Badam Amla with the goodness of Badam and emphasize the dual benefit of badam and amla in rural India. Shanti Badam Amla faced the challenge of strong hold on existing competition in terms of recall and market share in the amla hair oil category. To conquer these barriers, a float was fabricated with a window display of a life size Shanti Badam Amla bottle to showcase the product prominently. Customers were contacted through the road show and were invited to participate in “Shanti Badam Amla strong hair challenge” where they got a chance to get their hair checked by the hair-care expert. Channel activation through tie ups with parlors was done to support the brand and promote the product. Sampling and Merchandise were done through various attractive offers. To create hype in the mass media, actress Bhumika Chawla- brand ambassador of Shanti Badam Amla hair oil was roped in to meet the winners of the hair test for goodwill generation.
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