The glamour of Bollywood

"We know that the female Indian market is very image conscious when it comes to their hair. It's important they use products they feel are prestigious and glamorous. The Bollywood theme was a perfect fit for L'Oréal's Garnier Nutrisse," says Linda Taylor, media planner. "It immediately encapsulated the positioning of the brand."

To embody the campaign, the elements of cinema, shopping centre and television advertising, all featuring female Bollywood superstar Kareena Kapoor, were flighted over an intense three-month period. Twenty-five cinemas in KwaZulu-Natal, Gauteng, Eastern and Western Cape participated in the campaign.

The same visuals appeared in the Pavillion and Gateway shopping centres, on six directory boards, hanging- and lift-banners, executed in conjunction with Boo! Media for a period of three months.

In addition to traditional television advertisements, with Kareena featured on the packaging, Saturday night movies on Asian channel Zee TV were sponsored by Garnier Nutrisse for the month of October 2006.

"The beauty of the television movie sponsorship is that consumers, and specifically the Indian market, were exposed to L'Oréal's ads during normal viewing time and were again subconsciously reminded of the product when the movies, starring Kareena, were featured," says Linda.

30" ads were flighted on SABC 2 during Eastern Mosaic, as well as spots on Zee TV. The channel reaches 78 000 households in South Africa, equating to a viewership of over 374 000.