Vatika strikes gold with #OilFirstThenShampoo
Vatika is a household name when it comes to haircare and their latest #OilFirstThenShampoo campaign shows that the brand keeps a close watch on marketing trends and consumer behavior. The campaign pitches Vatika Hair Oil as a complementary yet essential product for hair care with a clear message – oiling is an essential pre-shampoo step on wash days and not just a sub-continental weekly self-care ritual.
The memorable chant-like jingle in the TVC further stresses on the message that oil is as important as your trusted shampoo. Furthermore, Vatika’s robust influencer marketing coupled with a contest that asks followers to tag the brand in shampoo ads brought massive organic reach and engagement for the brand.
Sleek strategy
The hashtag #OilFirstThenShampoo highlights the importance of oiling your hair for maximum hydration before exposing it to the cleansing ingredients in shampoos. The brand makes a smart choice by reaching out to the vast pool of shampoo users and pitching Vatika Oil as a complementary product that, when paired with your shampoo, can give you luscious locks.
“Convenience driven consumers seek quick fixes from their shampoos, forgetting that hair oiling is the only long-term solution to solving their hair problems. Shampoo can never give the hair nourishment to solve hair problems because of its inherent nature. The consumer is missing the first step (of applying oil in hair) for hair care and directly jumping to step two (shampoo),” Vatika’s brand representative explains.
By associating itself with an essential commodity, Vatika has ingeniously extended the life of this campaign and it will be no surprise if it leads to a sharp increase in the demand for their hair oil. Oiling can drop a few points on the modern woman’s priority list due to lack of time. However, with the #OilFirstThenShampoo campaign promoting oil and shampoo as the dynamic duo for cascading hair, we can expect a rise in the demand of Vatika Hair Oil in the long run.
Digital treatment
The brand upped the ante by adding effortlessly relatable influencer marketing tactics into their strategic mix for this campaign. Search #oilfirstthenshampoo on Instagram and you’d find curly haired style icons like Hajra Yamin to straight-haired beauties like Kubra Khan talking about the constant ‘oil kyun nai lagati?’ refrain we receive from our mothers till we give in. The video testimonials are quite relevant for Vatika’s target audience. The young stars talk about common hair woes, the modern woman’s quest for quick solutions and aversion to hair oils that refuse to come out in one wash – all relatable topics for the woman of today. By engaging stars with massive following like Kubra Khan, Urwa Hocane, Rubab Hashim, Hajra Yamin, Nimra Khan and Ramsha Khan, Vatika garnered as much reach as the next big budget, cross-channel campaign.