8 Weeks
Crafted relatable captions highlighting common hair issues like frizz, dullness, and breakage while promoting the benefits of Patanjali Kesh Kanti products.
Partnered with lifestyle, beauty, and wellness influencers to create authentic narratives around personal hair care challenges and solutions.
Encouraged influencers to reminisce nostalgic experiences (e.g., childhood hair care rituals) to create emotional connections with the audience.
Showcased key USPs like affordability, natural ingredients, and ayurvedic benefits.
Utilized hashtags strategically to boost visibility and campaign recall: #TootnaManaHai, #KeshKanti, and related tags.
1. Influencer Endorsements:
Real-life stories and relatable experiences were shared by influencers through posts, Reels, and videos.
Narratives emphasized transitioning from chemical-laden products to natural solutions like Patanjali Kesh Kanti Shampoos.
Videos highlighted specific variants such as Aloe Vera, Milk Protein, and Bhringraj, showcasing their benefits.
Examples:
“Reminiscing old memories and realizing how thick and shiny my hair used to be. Now, Patanjali Kesh Kanti Hair Cleanser Aloe Vera is bringing back that shine!”
“Beat the summer frizz with Patanjali Kesh Kanti Shampoo. No salon needed!”
2. Visual Content:
High-quality images and videos of influencers using the product (e.g., hair spa at home, frizz-free styling, smooth texture).
Product close-ups showcasing natural ingredients like Aloe Vera, Milk Protein, Neem, and Bhringraj.
3. Hashtags and Engagement:
The core hashtag #TootnaManaHai aimed to create emotional resonance by addressing hair fall and damage issues.
Supporting hashtags like #NaturalHairCleanser and #KeshKanti ensured discoverability.
Patanjali faced the challenge of breaking through an oversaturated hair care market dominated by global and premium brands. The goals were:
To change perceptions around ayurvedic shampoos being less effective or outdated.
To target younger audiences who are influenced by online reviews and trends.
To promote Patanjali Kesh Kanti as an affordable yet luxurious hair care solution.
Emotional Storytelling: Leveraged nostalgia and relatable hair care problems to establish trust and authenticity. Influencers drew personal connections with childhood rituals, linking them to Patanjali’s natural formulations.
Influencer Collaboration: Partnered with mid-tier beauty and lifestyle influencers to deliver credible, engaging content that spoke to diverse target groups.
Focus on USPs: Highlighted natural, ayurvedic ingredients and affordability as key differentiators. Positioned the product as a “luxury hair spa at home” alternative to expensive treatments.
Hashtag Campaign: The hashtag #TootnaManaHai became the heart of the campaign, driving awareness around hair fall, breakage, and damage prevention.
Influencer Trust: Personal narratives delivered by influencers successfully positioned Patanjali Kesh Kanti as a credible and effective solution.
Authenticity Over Promotion: Non-promotional captions with emotional hooks resonated better with audiences.
Strategic Hashtagging: The hashtag #TootnaManaHai effectively tied the campaign message to the product’s core promise: strong, healthy, and beautiful hair.
1.2M+
Average Views
80K+
Average Likes
7.1K+
Average Comments
5.5K+
Average Shares
7.2%
Engagement Rate
2.4M+
Reach
