Mumbai, 15th September 2025: Transforming traditional festive marketing into a dynamic consumer experience, Indica Crème hair color, from the house of CavinKare, redefined how brands engage with consumers this Ganesh Chaturthi with its unique Salon-in-a-Pandal activation in Mumbai. Seamlessly blending cultural celebration with innovative storytelling, the brand turned the iconic Khetwadi Cha Ganraj pandal, into a trailblazing hub of beauty and consumer engagement by offering devotees an on-the-spot 10-minute quick, safe and transformative hair coloring experience at its exclusive salon stations.
Link to the campaign video: https://youtu.be/hRO3VWLMBBM
Launched under the theme “Hair Color That Cares,” the one-of-a-kind initiative was strategically designed as a purpose-driven marketing activation to engage consumers directly during the festive season. The 10-day initiative witnessed over thousands of devotees engaging with the brand, with more than 230 consumers experiencing live hair coloring at the specially designed salon setup. The activation highlighted Indica Crème’s disruptive advantage in the crème hair color category, delivering salon-quality results in just 10 minutes while reducing consumer effort by two-thirds. In addition to this, the brand also distributed over 34,000 sachets, encouraging people of Mumbai to try the product at home and extending the brand experience well beyond the pandal.
The activation stood out not only for its novelty but also for the product’s unique advantage. Indica Crème is India’s only crème hair color with 30% lesser dye chemicals vs competition crème hair color brands, making it a safer, gentler choice without compromising on vibrant results. Available in popular shades like Natural Black, Dark Brown, and Burgundy, the initiative quickly became a talking point among pandal visitors, blending the joy of devotion with the excitement of a fresh look.
Speaking on the campaign, Mr. Rajat Nanda, Business Head – Personal Care, CavinKare, said, “This initiative was about celebrating confidence and color in a way that truly cares for consumers’ hair. Indica Crème, with its 30% lesser dye chemical formulation, offers people the chance to enjoy salon-like coloring while being gentle on their hair. Bringing this experience to such a vibrant festive platform allowed us to see firsthand how much consumers appreciate the blend of beauty, care, and convenience.”
By turning one of Mumbai’s iconic festive hotspots into a hub of interactive beauty, Indica Crème successfully demonstrated how festive marketing can go beyond traditional promotions to create meaningful consumer experiences. With a specially designed salon-styled setup, the visitors had the opportunity to experience the brand’s promise of quality, convenience, and affordability firsthand. With devotees trying the product on-site and taking home free sachets, the initiative highlighted the power of purpose-driven, experiential marketing to drive trial, build trust, and leave a lasting impression, proving that innovation and cultural relevance can go hand-in-hand to create memorable festive moments.
