Challenge and description

I was working with hair oil brand in my region and we were expected to design an  advertisement that would attract the younger audience. The team found it difficult to appeal  the younger generation for hair oil as the women had to started to feel more inclined towards  shorter hair and found oiled hair old school. This perception has to be effaced for us to  position the brand. The struggle was on how to address this population and position the  product in a way it appeals the modern ideas of identity. The growing dislike and disinterest  towards long oiled hair was a stigma that was socially constructed and could pose huge threat  to the sustainability of the product.

Selection and Application

We started doing a small market research wherein we struck conversations with women who  were working, confident and aspirational and most important had long hair. It was to capture  their story and understand the narrative. Each of them narrated their experience and brought  out different moments in their journey of nurturing long hair. It all had lot to articulate to a  generation struggling to fit into the modern world through a narrowly defined identity. These  women spoke of blending their traditions and modern values of empowerment without  compromising on their ‘old school’ liking for oiled long hair. We used these stories the  develop a new idea and made them narrate their experiences of how they found their place in  the world.

Insight and approach

Story telling helped in building the brand image and equity. The appeal and connect to the  customer base got augmented through the same. As mentioned in the second module, the  story telling becomes an instrumental tool to make an emotional appeal and provide a macro  level purpose. The product and the brand were enhanced to address a bigger purpose. Thus,  we designed the advertisement in a way that the stories the women narrated were captured  completely to ensure that the target audience related. We made them a part of the  advertisement and made the testimonials a strong promotional tool. Their initial struggle of  being a part of a very small group of working women with long hair was highlighted. And  then we drew attention on how they chose not to give up their love for long hair and decided  to nurture and care for their hair. These women were shown in the current status and the  successful careers they had earned was further emphasised on.


Challenge and description I was working with hair oil brand in my region and we were expected to design an advertisement that would attract the younger audience . The team found it difficult to appeal the younger generation for hair oil as the women had to started to feel more inclined towards shorter hair and found oiled hair old school . This perception has to be effaced for us to position the brand . The struggle was on how to address this population and position the product in a way it appeals the modern ideas of identity . The growing dislike and disinterest towards long oiled hair was a stigma that was socially constructed and could pose huge threat to the sustainability of the product . Selection and Application We started doing a small market research wherein we struck conversations with women who were working , confident and aspirational and most important had long hair . It was to capture their story and understand the narrative . Each of them narrated their experience and brought out different moments in their journey of nurturing long hair . It all had lot to articulate to a generation struggling to fit into the modern world through a narrowly defined identity . These women spoke of blending their traditions and modern values of empowerment without compromising on their ‘ old school ’ liking for oiled long hair . We used these stories the develop a new idea and made them narrate their experiences of how they found their place in the world . Insight and approach Story telling helped in building the brand image and equity . The appeal and connect to the customer base got augmented through the same . As mentioned in the second module , the story telling becomes an instrumental tool to make an emotional appeal and provide a macro level purpose . The product and the brand were enhanced to address a bigger purpose . Thus , we designed the advertisement in a way that the stories the women narrated were captured completely to ensure that the target audience related . We made them a part of the advertisement and made the testimonials a strong promotional tool . Their initial struggle of being a part of a very small group of working women with long hair was highlighted . And then we drew attention on how they chose not to give up their love for long hair and decided to nurture and care for their hair . These women were shown in the current status and the successful careers they had earned was further emphasised on .