In order to build the brand we thought of taking the brand to the consumers directly and educate them about its quality. As a result, the concept of Mobile Parlor evolved which provided brand experience to the TG on the spot. Opportunity was provided to females to have their hair style done on the mobile parlor. Brand education was provided to the consumers via an interactive booklet. Prominent parlors in the city were roped in where consumers could get free hair style experience and education on the brand. Specially designed workshops with hair experts were provided. The activation was carried out in Tier II and III cities establishing brand connect with more than 5000 consumers.