Marico's hair conditioning oil brand 'Nihar Naturals' holds over 50% of the market share in Bihar, India. To protect its share from imitations, the brand launched the 'Nihar - Shudhta Abhiyan' campaign to educate consumers. While brand affinity improved, the undifferentiated category remained vulnerable to lower cost alternatives. Insight identified mothers as key influencers of hair care choices for daughters. The strategy created village-level 'Nihar Naturals - Samajhdar Srimatis' competitions and radio programs to recognize mothers' choices and empower them with knowledge to make smarter family decisions, building brand support in homes. The activation launched in 600 villages and radio,

1. Business challenge:
Marico's ‘Nihar Naturals’ hair conditioning oil holds over 50% market share in the Indian state of Bihar.
The brand has been protecting its market share from 100’s of imitation and newer low cost entrants
through ‘Nihar - Shudhta Abhiyan’ a campaign undertaken by Xpanse to educate rural community on
importance of purity across walks of life(Individual Level, Household level & community Level).
(Pl do watch the video of this award winning showcase of SMG India and a Wharton selected case
study to fight imitation in developing countries. Ftp Link: ftp://202.82.250.68 ID: xpanse Password:
xpanse, download the videos to play)
Consumer Challenge:
While the affinity scores of the brands had improved drastically however the category being very
undifferentiated has been vulnerable to losing battle to local brands and imitations with lower costs to
consumers(40% Cheaper) and higher Margins to retailers (30% against 8-10%)
Insight on target consumer:
Any rapid evolution / transition needs un-solicitated & active support from an authority which is closely
associated with its purpose & reason to counter a underlying / brewing resistance out of traditional
practices much beyond inertia.
This person was identified as a Mother in the family who is closely associated not just
being a consumer herself but also being singularly responsible for her daughter (the only other major
user) till she is married. In an Indian family a women’s hair are a reflection of culture & values that the
girl & the family supports.
Strategy
Create a platform at village level that recognizes Mothers and also identifies a few Mothers as a
‘Nihar Naturals - Samajhdar Srimatis’ (Mrs Wordly-wise & homemaker).This was to make every
mother in the village to demonstrate the reasons for her everyday choices for her family. The
underlying thoughts of hers were planned to be brought to surface through a village level competition
leading into making every Mother as Samajhdar Srimati and crowing a few of them (scoring better
than others that day) as ‘Nihar Naturals - Samajhdar Srimati”. Additionally the activity was planned
to empower them with additional relevant knowledge for them to make smarter choices for
their families. Building-in an endorser and supporter in every house and warding of very
probable resistance during the transition phase.
Activation
We conceived and created the entire program, branding, communication and launched this ‘Nihar
Naturals - Samajhdar Srimati’ and launched in 600 Villages of Bihar. Supported it with Radio (the only
media option) on a Marico owned popular comedy program ‘Ganga-Chameli’ creating a special series
supporting the thought behind the activation; Ganga an eligible Bachelor is hunting for a suitable wife
supported by Chameli who is seeking help from winners and (Nihar Natural -Samajhdar Srimatis) and
listeners for their advice on what should they look for in a bride.
This Radio activation together with on-ground activation had a multiplying impact with letters & phone
calls pouring in from entire state with advices which were incorporated into the subsequent programs.
Captivation:
1. Lead to tremendously increased affinity among the entire Household and lead to unprecedented
growth in both ‘On-ground+Radio’ markets – up 27% and Radio markets – up 19%.
2. The Brand team commissioning the activity won THE BEST ACTIVATION AWARD; a prestigious
and fiercely fought internal award at Marico.
3. The success of the concept and campaign is driving fivefold scale-up in the next season.
Submitting Agency: SMG India –Xpanse Asia
Client/Brand: Marico/ Nihar Naturals
Campaign Title: Nihar Natural Smart Homemaker
Client Description: MNC Marketers of Consumer
Goods/Personal Care Products
Period Date End: 15th April till 6th Jun 2010
Contact Vehicles: Direct Marketing & Radio
Category: Creativity/Innovation
Agency Credit (name, phone,
email)
1. Amitav Ash
2. Amir Mohani
E mail:
amir.mohani@xpanseasia.com
Tel : +91 9821238175