A look at how BBLUNT’s Shining Baby Challenge helped them reach 5.7 million fans

Brand

BBLUNT

Agency

Schbang

Objective

In August 2016, BBLUNT India launched its first ever at home hair colour, Salon Secret High Shine Creme Hair Colour. With Kareena Kapoor Khan as the face of the brand, BBLUNT went on-air with its first ever TVC.

With the introduction of the product in a Mini Pack, the brand wanted to raise awareness about how the product lets you shine like a Bollywood star and in order to get women across the country to get their hands on the shine, they rolled out a sampling activity that was fueled digitally.

Execution

Inspired by Salon Secret Mini, 37 leading celebrities channeled their inner Bollywood Diva. By getting into the character of their favourite Bollywood star and enacting her dialogue with a twist, they revealed the secret behind their Bollywood shine to be the product and challenged a colleague to take part in the Shining Baby Challenge .

Some of the biggest names in television such as Kishwer Merchant, Nia Sharma and Hina Khan took part in the #ShiningBaby challenge and shared their videos on Instagram.

The brand also reached out to regional television and film actresses in an effort to spread the Bollywood shine across the country. Since Indian television stars are household names with massive reach, they fit the bill perfectly for this particular campaign, which aimed to target women in these very houses. B

BLUNT then created video vignettes using these Instagram videos in order to reach out to a wider audience, targeted at various geographies.

The campaign also gave a chance to the millions of fans of these celebrities to win a sample of Salon Secret and shine like their favourite stars. A simple registration process on the website enabled them to claim a Salon Secret High Shine Crème Hair Colour ‘Mini Pack’.

Results

Shining Baby Challenge helped BBLUNT reach out to 5.7 million fans of these stars across social platforms and 2.7 million fans watched BBLUNT’s videos. It also gave over 4,100 Bollywood enthusiasts a chance to try the new BBLUNT Salon Secret ‘Mini’ pack and unleash their inner Bollywood star!