Marico looks beyond - uses hairstyling workshops to promote Silk & Shine

BANGALORE: Following a hairstyling workshop in Pune, Marico conducted a similar workshop in Bangalore on 18 June. This initiative was timed to match the start of the college year, will be held in other metros and mini metros.

Marico plans to have a fashion guru or a top end hairstylist to promote Silk-n-Shine as an after wash applicant to style hair in each of the cities where the workshops will be held. The workshop aims to show the youth how to look good and beautiful in a matter of minutes seven days a week.


Silk-n-Shine aims at addressing the styling needs of the youth and allows them to enjoy stylishly beautiful hair. Its unique selling proposition being - detangling hair making it soft and silky.

"We'll be covering Hyerabad, Coimbatore, Lucknow, Chandigarh, Indore along with the major metros", said Marico PR manager Sandhya Gupta while speaking with . "A workshops costs anywhere up to Rs 50,000, depending on the city and the local talent, we've not ear-marked any budget for this initiative. We'll see how it goes", added Gupta. Ambience and MaCann handle their creatives while Madison media looks after its media duties.


Marico's claims that it has leveraged it's core source of competitive advantages- viz. branding, distribution, cost management, innovation and R&D to set up a fast growing franchise of new products and services. Their share in turnover has moved from three per cent in 2000 to 20 per cent in 2005.

Approximately, 56 million consumers packs are sold to 100 million consumers in 18 million households through a distribution network of 1.5 million outlets in India.



The Rs.10 billion revenue Marico group has 12 brands including Parachute, Saffola, Kaya, Sundari, Hair & Care, Shanti and Medicare which occupy a significant portion of the pie in their respective market segments. Their 34 Kaya Skin clinics are set up in a number of cities in Indian and the UAE. and the Sundari range of premium Ayurvedic skin care products are sold in the US and other countries

Latest Reads
Pitch Madison report forecasts 2018 digital adex growth at 25%

MUMBAI: According to the findings of the 16th Pitch Madison Advertising Report (PMAR) 2018, the advertising market slowed down to 7.4 per cent (Rs 53,138 crore) in 2017. The report also predicts the advertising growth in 2018 to be around 12.03 per cent thereby adding Rs 6,392 crore to adex to...

MAM Marketing MAM
Net sensation Priya Varrier promotes Pringles

At a time when the whole wide world seemed to be lingering around with cupids and love-struck angels, Kellogg’s popular potato crisps brand and the world's second-largest potato chips player Pringles created a frenzy by striking the right chord with singles!

MAM Marketing Brands
Digital takes centre stage on tepid Valentine's Day for brands

MUMBAI: Love has been in the air and on the internet all week. Valentine’s Day is no longer about just a day you spend with your loved one but is rather a week-long affair of gifts and celebration. Valentine’s Day has become no less than a festival in India, a country that takes much pride in its...

MAM Marketing Brands
Unibic awards media duties to Mindshare

MUMBAI: Unibic, a renowned name in the cookie industry has awarded its media duties to Mindshare, after a competitive multi-agency pitch. The mandate involves handling the media strategy, planning and implementation across all media in India. The account will be handled out of the Mindshare...

MAM Marketing Brands
Happy mcgarrybowen to handle BharatBenz's creative and media mandate

MUMBAI: Happy mcgarrybowen has been selected by Daimler India Commercial Vehicles (DICV) as the agency on record for its BharatBenz brand, known for its range of modern trucks and buses. The appointment followed a multi-agency pitch held in Chennai. Happy mcgarrybowen, the creative agency from the...

MAM Marketing Brands
iCubesWire bags digital mandate for AMB Group

iCubesWire,a digital marketing solution and concept provider has bagged the digital media mandate for AMB Group, a renowned real estate developer of Delhi NCR.

MAM Marketing Brands
Rado brand ambassador Hrithik Roshan opens new store at Delhi Airport

Bollywood megastar Hrithik Roshan was the guest of honour at an exciting event to open Rado’s stylish new monobrand store at Delhi IGI Airport today.

MAM Marketing MAM
Diamond Producers Association launches V-Day campaign

The Diamond Producers Association (DPA), an international alliance of the world's leading diamond mining companies, has launched its second film as a part of their integrated marketing campaign ‘Real is Rare. Real is a Diamond’.

MAM Marketing MAM
APOS 2018: speakers & themes unveiled for annual summit of local, regional & global leaders In media, entertainment & telecoms

HONG KONG/SINGAPORE: Some of the biggest brands across the local, regional and global media, entertainment and telecommunications industries will participate at this year’s APOS summit, hosted by Media Partners Asia in Bali, Indonesia from April 24-26. APOS 2018 brings together key players across...

MAM Marketing MAM

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories