MUMBAI: Young women these days avoid the act of oiling their hair due to the hassles associated with it. However, this leads to hair problems in the future.

To address the topic, Bajaj Almond Drops has launched a new campaign to bust the age-old myth that oiling is a messy affair.

Titled ‘Load Mat Lo’, the campaign will have a 360-degree approach featuring Parineeti Chopra as the brand ambassador for the product. 

Commenting on the thought process behind this campaign, Bajaj Corp president S&M Sandeep Verma says, “These days, young women shirk at the idea of oiling their hair. The core reason for this is the sticky and heavy feeling on the head. It feels like there is a ‘load’ on their head. However, with Bajaj Almond Drops hair oil they don’t need to worry about chip-chip and greasy hair.”

The brand is excited about this campaign with Parineeti because her transformation into a leaner yet stronger physique is a strong testimonial to the same belief. Also, Parineeti’s personality as an energetic, high performance actress resonates truly well with the brand’s values of confidence and superior performance when it comes to hair care.

Besides traditional media like TV and print, the brand has also engaged with consumers via digital activities and has planned for outdoor advertising in key markets. Bajaj Almond Drops has gained thousands of followers on its social media assets. The brand has conducted various innovative contests along with attractive prizes. Bajaj Almond Drops campaign trended on Twitter with the hashtag #LoadMatLo.

The campaign generated 12 million impressions and reached more than three million people. It has increased the overall business potential and brand recognition of Bajaj Corp.