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Case Study Gorgeous Hamesha

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Case Study :
Client : Marico
Brand : Parachute Advansed
Campaign : Gorgeous Hamesha
Activity : Mobile Marketing
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Gorgeous Hamesha :
Marico created a jingle Gorgeous Hamesha to promote one of their hair care products :
Parachute Advansed
The jingle had soft mush lyrics which had no mention of the brand.
EXERCISE :
Promote the jingle and associate it with the brand along with the ATL activities. Most importantly
make the Gorgeous Hamesha jingle resonate.
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On the Tata Network :
Dial a Song CRBT
Non Stop Voice
Station 12933
T Music
Video
Full Song
Download
Other Properties
Parachute Advansed jingle uploaded as a free jingle
for all Tata users in Mumbai and Delhi
Parachute Advansed jingle to be provided as Dial A
Song option in all the circles.
Offered as an optional RBT with a downloadable short
code. Made available on the Voice Portal services.
The prompts are made available in English and
Hindi languages.
Parachute jingle ring tone
provided to users as an
optional downloadable
ring tone through data/
SMS services.
Parachute jingle provided
as a song in the non stop
voice station. will be the
first jingle/ top jingle for
at least 5 days
Videos of the promotion
Gorgeous Hamesha made
available to the Tata
Indicom users
Full sing download
(40/60s) offered to Tata
Indicom customers
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On the Reliance Network :
Dial a Song
Parachute Advansed jingle to be provided as DAS option in all the circles
The prompts were in different languages
Parachute Advansed flash/gif/ jpeg image was put up as banner in the Ring Tone section.
Reliance promoted the Dial A Song service, by way of Push SMS and Dial out push
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Performance :
Reliance
3452
3798
4334
4719
3522
3576
3018
2191
24.7.07 25.7.07 26.7.07 27.7.07 28.7.07 29.7.07 30.7.07 31.7.07
367
429
119
595
64
323
149
0
100
200
300
400
500
600
700
24/7/07 25/7/07 26/7/07 27/7/07 28/707 29/7/07 30/7/07
DAS on Reliance: Unique hits per day
CRBT on the TATA Network: downloads of GH
TATA
53
197
206
290
267
291
24/7/07 25/7/07 26/7/07 27/7/07 28/707 29/7/07 30/7/07 31/7/07
DAS on TATA: Unique hits per day
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Learnings :
Learning on the Parachute Advansed mobile marketing campaign :
Operator went all out push for the brand and gave an excellent deal to Madison Xurpas
Prizes or any form of gratification is essential to attract more attention.
Excellent song, very niche bracket of subscribers targeted, synergy of ATL and BTL activities
Resulted in better visibility and association with the brand.
Gifting the song to a loved one was a great idea, first of its kind on any network.