Image Source : Pexels
In a vibrant fusion of tradition and beauty innovation, Indica Creme Hair Color brought a unique experiential activation to Mumbai’s iconic Ganesh Chaturthi celebrations this year. The brand’s Salon-in-a-Pandal initiative, staged at the revered Khetwadi Cha Ganraj pandal, transformed the festive space into a live beauty hub, offering devotees a chance to experience salon-quality hair coloring in just ten minutes.
Launched under the theme Hair Color That Cares, the activation was designed to engage festival-goers directly and showcase Indica Creme’s positioning as a gentle yet effective hair color solution. Over the ten-day celebration, thousands of visitors interacted with the brand, with hundreds opting for on-the-spot hair coloring at the specially designed salon stations.
Key highlights from the activation
- Indica Creme set up a live salon experience inside the Khetwadi Cha Ganraj pandal
- More than 230 devotees received 10-minute hair coloring sessions on-site
- Over 34,000 sachets were distributed across Mumbai to extend the experience beyond the pandal
- The initiative emphasized Indica Creme’s reduced chemical formulation and fast application
- Popular shades offered included Natural Black, Dark Brown, and Burgundy
- The activation ran throughout the Ganesh Chaturthi festival from August 27 to September 6, 2025
Concept and execution
The Salon-in-a-Pandal concept was a first-of-its-kind initiative in the hair color category, blending cultural celebration with personal care. Indica Creme created a fully functional salon setup within the pandal premises, complete with trained stylists, application stations, and product sampling counters.
Visitors were invited to try the product in real time, with the entire coloring process completed in under ten minutes. The activation was designed to be inclusive, with no cost to participants and a focus on accessibility and ease of use.
The brand’s messaging centered on its unique formulation, which contains 30 percent fewer dye chemicals compared to conventional crème hair colors. This gentler alternative was positioned as ideal for first-time users and those seeking a quick, hassle-free coloring experience.
Cultural resonance and brand engagement
By embedding itself within one of Mumbai’s most celebrated Ganesh Chaturthi pandals, Indica Creme tapped into the emotional and communal spirit of the festival. Khetwadi Cha Ganraj is known for its elaborate decorations and massive footfall, making it a strategic location for high-impact consumer engagement.
The activation allowed the brand to connect with audiences in a festive, relaxed setting, where personal grooming and self-expression naturally align with celebration. The initiative also encouraged trial and repeat usage, with sachet distribution enabling consumers to recreate the experience at home.
Brand positioning and market strategy
Indica Creme’s activation reflects a broader shift in FMCG marketing, where experiential engagement and cultural relevance are becoming central to brand strategy. The company’s focus on quick application, reduced chemical content, and vibrant results positions it well in a competitive market dominated by legacy players.
The Salon-in-a-Pandal initiative is expected to boost brand recall and drive sales in Tier 1 and Tier 2 cities, where festive activations play a key role in consumer decision-making. The campaign also aligns with CavinKare’s larger push toward innovation-led marketing and direct consumer outreach.
Outlook and future plans
Following the success of the Ganesh Chaturthi activation, Indica Creme is likely to replicate the model during upcoming festivals such as Navratri and Diwali. The brand is exploring partnerships with local salons and community centers to scale the initiative and deepen its presence in urban and semi-urban markets.
Sources: Adgully, Club Mahindra, Outlook Traveller
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