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
White Rivers Media celebrates 6th anniversary

In India, one of the fastest growing independent agencies White Rivers Media has recently completed its six years in social media and digital marketing industry.  

MAM Marketing Brands
The Minimalist strengthens leadership team

The Minimalist, one of the fast-growing design and digital companies, has boosted it leadership team with the appointment of head of interaction design Rohan Saraf, lead, user interface Amit Rajapurka.

MAM Media and Advertising People
WATConsult bags Domino’s India’s social media mandate

WATConsult, the digital and social media agency from Dentsu Aegis Network India, has recently won the social media mandate for Domino’s.

MAM Media and Advertising Account
Ad industry calls for regulatory body to monitor plagiarism

Creativity sometimes takes inspiration from past creatives but what if it is an entirely copied one? Plagiarism (or inspiration), is a never-ending burning issue in the advertising world. A little similarity can be overlooked but complete knockoffs are just astonishing.

MAM Marketing MAM
MRUC appoints Vikram Sakhuja as chairman of IRS tech committee

MRUC has appointed Madison Media Group CEO and OOH Vikram Sakhuja as chairman of the IRS Technical Committee (TechCom). Sakhuja will replace DDB Mudra Group executive director NP Sathyamurthy whose term comes to an end.

MAM Media and Advertising People
Chlorophyll launches offerings to bridge brand creation and execution gap

End-to-end brand consultancy Chlorophyll has launched new offerings on Independence Day, as it enters its 20th year. Chlorophyll co-founder and MD Kiran Khalap said, “As we complete 19 successful years powered by relentless learning, I am delighted to present chlorophyll 3.0, which, with several...

MAM Media and Advertising AD Agencies
Okinawa Autotech launches Facebook campaign #FreedomFromFuel

The astronomical rise in fuel-run vehicles in the country has resulted in a massive problem of air pollution in India. As the pollution levels shoot up in an unprecedented manner, Okinawa Autotech Private Ltd, one of India’s fastest growing and most disruptive e-automobile manufacturer is striving...

MAM Media and Advertising Ad Campaigns
Dinesh Swamy joins iProspect India as NCD

iProspect India, the digital agency of Dentsu Aegis Network recently announced Dinesh Swamy as national creative director.

MAM Media and Advertising People
BBDO India appoints Edward Gunn as head of planning Mumbai

BBDO India has appointed Edward Gunn as head of planning for its Mumbai office. Gunn moved to India in 2017 as director at DDB Mudra Group. 

MAM Marketing MAM

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories