Campaign details
Brand: LivonBrand owner: MaricoLead agency: OgilvyCountry: IndiaIndustries: Hair careMedia channels: Online display, Outdoor, out-of-home, Product sampling, Sponsorship - media, Television, Word of mouth, influencersBudget: 1 - 3 million
Executive summary
Finding growth by challenging norms
The post-shampoo space in India hosts an array of non-sticky hair oils (NSHOs), conditioners and serums, with NSHOs (65% post-shampoo usage) valued at Rs6000 crores and conditioners at Rs500 crores.
Against the might of these well-established categories, leader in India's hair serum space, Livon, was trying to grow the category...