Over-the-top claims and aggressive marketing by competition led to a sharp decline in Parachute Ayurvedic’s market share. The challenge was to regain lost share by proving the efficacy of our product compared to the competition. So, we recruited those who believed in us the most: our customers.
Where other brands used tall claims and models to advertise their products, we used our customers and the very real stories they had to tell. Our customers, our new brand ambassadors, brought credibility and authenticity to our communication, leading to word-of-mouth and sales.