Commenting on the initiative, a spokesperson from Godrej Consumer Products said: "Through this initiative, we wanted to enhance the knowledge of women about various herbs in the product and enable to them to choose options that best suit their hair needs, thereby enhancing their hair quality and beauty."

A disruptive setup with a Talking Magic mirror was set up wherein women could stand in front of the mirror and discuss their hair-related problems, and the mirror guided them with appropriate tips. This was followed by the women receiving a sample of the Godrej Nupur Mehendi product. In addition, the emcee also conducted a quiz and other games, based on the identification of the natural herbs in Godrej Nupur Mehendi. The winners were given Godrej Nupur Mehendi product hampers.

Shedding some light on the activation, Saumen Roy, Business Head, Madison IES said: "Currently, the brand competes with both the organized and unorganized players, which is a big challenge and therefore, something really innovative was required that would catch the consumer's attention. A total of 13,000 people were reached through the activity. This was not a pitch; the client approached us with a brief."

The initiative also induced product trials to reach out to an audience comprising of women in the age group of 15 to 45 years. The activity was promoted through a fan page on Facebook.