MARICO ATTRACTS TALENT WITH ITS

CORPORATE CAMPAIGN

Group Members:Harsh Bandral(11)Puneet Mohan(15)

Manisha Narang(45)Esha Sachhar(47)

Manjit Singh()

THE MARICO GROUP India’s leading Group in consumer products and

services. Contributing in beauty and wellness space. Holds leadership positions in all below categories:

Coconut oil Hair oilsAnti-lice treatment,Premium refined edible oilsFabric care

BRANDS MARICO HOLDS:

PARACHUTE SAFFOLA SWEEKAR HAIR & CARE SHANTI OIL OF MALABAR AROMATIC SIL REVIVE KAYA SUNDARI

PARACHUTE OIL

HAIR AND CARE

SAFFOLA OIL

INTRODUCTION TO THE CASE STUDY

The case study is solely about attracting the young talent into the company to take it to another level of success.

To achieve this objective company did a campaign named “UNCOMMON SENSE”.

UNCOMMON SENSE CAMPAIGN 2

UNCOMMON SENSE CAMPAIGN 1

PROBLEMS FACED BY MARICO

Its ability as potent employer was under-leveraged.

Total mismatch of the employees and external stakeholders opinion.

Outside world perceived it to be smug and slow paced.

People found it to be difficult to extend Marico’s image.

OPPORTUNITY FOR MARICO

To promote the company as a growing company.

To extend its brand image in the market.

To double the turnover of the company by attracting young talent to the company.

STRATEGY OPTED BY MARICO

Marico decided to go for a 360 degree integrated campaign.

The strategy was devised in order to glamorize the company and attract talented individuals from B-Schools.

Factors forming the premises for the campaign are: To highlight the company’s various brands and its

successes. Highlight Marico’s passion for entrepreneurship and

desire for growth.

THE IDEA Idea was to deliver the message of

“UNCOMMON SENSE”.Lateral thinking puzzles were used to

convey the message.Creative execution in print ad was

promoted.

Questions of the case???

1) What is the Big Idea for the campaign?

2) What type of headline is used in Marico’s ad?

3) Comment on the effectiveness of the campaign?

4) What were the results of the campaign?