Toast Events conducts L’Oréal Paris’ on-ground activation in Mumbai

Marketing | October 20, 2015 | News

L'Oreal Toast Events Sonam Kapoor

Toast Events won the mandate over a multi-agency pitch to create an innovative and interactive on-ground campaign for the beauty giant, L’Oréal Paris. The brand offered audiences to take up their challenge to change their shampoo and see their hair take a different life.

The event was divided into two phases. First was the introduction of the brand’s new challenge of ‘Change your Shampoo, Change your Hair’ - which saw the presence of Bollywood star, Sonam Kapoor, who unveiled the campaign with her bold and sassy take on break-ups and relationships. The event took place on Sept. 18 at the JW Marriot Juhu, Mumbai.

This was followed by a press meet where key fashion bloggers along with the media were invited for a one-on-one conversation with Sonam where she discussed her break-ups, how to survive one and most importantly how to move on till you’ve found the one!

Commenting on the message in the campaign, Sonam said, “I strongly feel that with any relationship, with people or for that matter, your shampoo, there is no point holding on if it doesn’t make you happy. Together, L’Oréal Paris and I believe in doing things differently, and therefore we came up with this unique concept for the Break-up video. The message is simple. It’s time Indian women stop compromising and living with bad hair days. My hair found its knight in shining armor with the Fall Resist shampoo. It’s time you do too.”

Commenting on the event, Deep Devgun, Lead Operations, Toast Events said, ‘We hold a long association with L’Oréal Paris, the concept of the challenge was interesting and we were ready to share it with the people of Mumbai. Recreating the ethos of the brand on ground, the set-up presented results just like the range of L’Oréal Paris shampoos. Engaging audiences across several activities, the real challenge was creating a salon in the middle of the mall with experience zones where people could get their hair analysis, hair wash, styling and a digital vending machine that presented the guest with a bottle of the L’Oréal Paris shampoo best suited for their hair.”

In the second phase, the event agency further conceptualised and executed a three-day activity from Oct 2 to 4 at the Infiniti Mall, Malad. In order to reach a wider audience, the beauty brand offered a complimentary hair analysis test, where the experts carefully tested one’s hair and scalp, and recommend L’Oréal Paris’ shampoos as per their hair type. And they also got the chance to experience the shampoo in the pop-up salon created as part of the activity.

Another engaging activity at the exhibit was the digital vending machine. A person would register on Facebook, answer 3 simple questions on a touch screen panel embedded in the vending machine and the L’Oréal Paris shampoo would pop out. People even posed with their shampoo bottles for a Facebook picture update.

On working with the brand, Pummi Khanchandani, Client Servicing Lead, Toast Events added, “We love working with the team at L’Oréal Paris since they have a challenge awaiting us and we love challenges. When we got the brief, we had it clear in our minds just the right mix of experiences that was going to make this different. Activities were devised to reflect their latest technology and knowledge in the space of beauty and hair care.”

The event was divided into multiple phases, including the bloggers and press meet, and on-ground mall activations.

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