2. About Shortkuts
• The largest salon activations company with over 16000 salons
in its network adding 200 salons every month.
• Currently in 40 cities of India we aim to connect 30000 salons
in over 200 cities by 2018
• International networks being built in UAE, Singapore, Thailand,
Malaysia, HongKong and Japan

3. Salon Audiences
Affluent, well
travelled,
consumers of
lifestyle
products and
brands
Keepers of
cool
1st movers
Trend-
setters
Clued On
Smart
lifestyles
Want
more
Educated
Nuclear
Financially
Sound
Social &
Outgoing

4. 16000+
Salons
40+
Cities
24 million
customers
• Footfalls: On an average 100 to 125 walk ins per day per salon
• Salon size: 500Sq Ft to 5000 Sq Ft
65% Females
35% Males
Age Groups: 35% below 24yrs
45% between 25-44yrs
20% above 45yrs

6. For Customers
-Value add experiences apart from salon treatment
-Samples / products not forced upon them
• For Brands
- Guaranteed customer trial
- Customer leads
- Lower operating cost in comparison to
traditional advertising
- Reach 16000+ salons across 40 cities
- Customer profiling basis the selected salon
category in each city

8. Displays.
• Interactive media.
• Electronic media.
• Print media – Salon Magazines.
• Static branding.
• SMS
• Website branding.
• E-mailers.
• Direct mailers.
• Event Sponsorship
• OOH
• Scrollers .
• Social Media
Branding options
• large format-6*4 feet
• Medium format -4*3 feet
• Tent cards
• Drop boxes
• Posters
• Standees

9. Content on TV Screens in Salons
Branded content and commercials on
India's first salon exclusive television channel.

10. SOME OF OUR WORK

11. Livon Conditioning Cream Color
Livon is a late entrant in the hair colour category which is not only heavily segmented but also very cluttered. It
was important to reach the target consumer and gain share by upgradation and category expansion. Target
Consumers were existing users of Powder Dyes or Henna and Non Users of any hair colour product.
The brief was to conduct sampling and garner customer feedback for Livon CCC in North and West. ShortKuts
chalked out a two-pronged strategy in 4 cities of Lucknow, Mumbai, Nagpur and Ahmedabad, i.e., Strategy 1:
Salon + Door-to-door research and sampling for hair dye users and Strategy 2: Hair colour vouchers redeemable
at salons for non-users identified through the door-to-door research. Strategy 1 worked better. Feedback calls to
consumers ratified their satisfaction levels. We found that non users were not regular salon goers and hence
stayed aloof.
The model was extrapolated to cities across North and West. Across 22 cities, 11.8 Lakh consumers were
sampled in 6 months. A missed call system protected the program from pilferage while the consumer feedback
calling measured consumer reactions on an ongoing basis. From the continuous feedback and visits to the
salons, we gauged a positive inclination to Livon CCC from salon owners. Initial feedback on insufficient quantity
and long lasting effect were metamorphosing into positive reactions as they sampled to more consumers and
thus perfected the Livon colour process. They were asking us to re-stock them for use in-Salon.

12. Parachute Aroma Therapy Oil
The brief was to generate consumer trials in an appropriate setting.
ShortKuts created a 360 approach for salon activation:
- Screening & Pre-campaign: Demonstration to salon staff of product and educating them on
benefits of Aromatherapy Massage and Staff feedback questionnaire to ensure product
satisfaction and willingness to recommend and sell to customers.
- ATL: Reinforce product awareness through Tentcards, Tabletop Display, Leaflets
- BTL: Generate Salon Staff Recommendation & Consumer Trials using In-Salon product testers
- Post Campaign: Missed Call Data collection, Tele-calling Research, collation and electronic
submission by Client Campaign Reporting.
The Results: More than 15,000+ consumers tried the product in 500 salons across Mumbai

13. Parachute Body Lotion
Marico’s foray into the skin care market through Parachute
equity was a challenge given its decades of hair oil
strengths. Faced with challengers from global brands they
took the salon route to engage consumers and sample the
product.
Engaging beauticians already well versed with the
Parachute hair brand to recommend the lotion was the
route to success.
Customer and salon feedback brought insights that helped
improve the product and the brand launched a summer
variant and two winter variants in year 2.
Our recommendation programme has helped reach out to
more consumers through a gift a friend program. The brand
is already a strong #2 in many towns. Four seasons on they
continue to explore newer markets through our medium.

14. Kellogg’s Special K
A breakfast cereal that promises a tasty way to knock of 2.5kg in two weeks! After years of
fad diets the Indian woman is still looking for the solution. The brand targeted consumers
looking for a weight loss and maintenance solution to look good that was also tasty. The
salon was the perfect touch point to reach these consumers. A dry sampling program lead
to massive trials. Our first food brand in the salon space met with resounding success.

15. Lacto Calamine
A 3 decade old brand went in for a re-positioning and makeover this year. From being a problem solution brand with
therapeutic equity they wanted to make the switch to a daily skincare lotion. What better route than through
beautician recommendations. A national activation was executed with branding to highlight new packs, wet and dry
sampling and personalized recommendation from the beauticians. Loads of gifts and incentives kept beautician
involvement high.