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Sravanthi Challapalli

The mobile parlours will target girls' colleges, market places and residential localities.

Chennai , May 24

FMCG company CavinKare Pvt Ltd is going beyond conventional mass media to get consumers to buy into its brands. Its experiment with mobile beauty parlours last year for Chik Egg is being expanded and extended to its new variant, Chik Cool, a mentholated shampoo to keep the head cool.

Speaking to Business Line, Mr Ramesh Viswanathan, Vice-President (Marketing), CavinKare, said TV commercials were not enough to drive consumers to try the brand. The mobile parlour exercise aims to provide a complete brand experience by having hair stylists use Chik on volunteers and distribute its Re 1 sachets as samples.

Vans branded Chik Shampoo Parlours will roll out on May 26 and do the rounds of 900 towns across a large part of the country for the next one month. CavinKare aims to provide 50,000 hairwashes and hopes to contact 25 lakh people as part of this roadshow.

The mobile parlours will target girls' colleges, market places and residential localities in towns with 20,000-50,000 population. Some metros and Class I towns are also being included in this initiative. The parlours will also play the TVC as the stylists work on the volunteers.

CavinKare has also tied up with Radio Mirchi for special promotional spots including on-site commentary and contests in Chennai, Jaipur, Kolkata and Indore.

Chik has a 11 per cent value share of the Rs 1,500-crore shampoo market. At 19 per cent volume share of the 63,000 tonne market, it ranks as the second biggest brand after Clinic Plus, which has a 29 per cent market share. It is sold in four sizes ranging from a Re 1 sachet to a 120 ml bottle for Rs 20.

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