Introduction
Remember the iconic tagline every ’90s kid grew up with: “Pehle Istemaal Karein, Phir Vishwas Karein”? Today, a modern haircare brand echoes a similar sentiment with its journey – Magics Haircare. A brand that doesn’t just make grand promises but encourages you to experience the product first and believe in it later. In an oversaturated market, Magics Haircare stands out by letting real results speak for themselves. This case study explores how Decode Mediacom collaborated with Magics Haircare—one of our most unique B2C clients—to establish its brand identity, enhance visibility, and foster authenticity from the ground up.
About the Brand
Magics Haircare, a Porbandar-based personal care brand, introduced its first product, a unique Ayurvedic shampoo mix. Neither a shampoo, oil, nor conditioner, this product sparked curiosity and offered a solution to hair care issues faced by people of all ages. However, as an emerging brand, Magics Haircare was relatively unknown in the market, and its founder, Rati Kadegia, needed help defining and communicating the brand’s unique selling proposition.
The Solution
Creating Authenticity Through Influencer Marketing
To effectively introduce Magics Haircare to the market, Decode Mediacom partnered with two influencers who were willing to try the product before collaborating. These influencers produced a series of 9 engaging Instagram reels, showcasing the benefits of the Ayurvedic shampoo mix. They demonstrated how adding the mix to a 200 ml shampoo bottle could produce real results, regardless of hair type or age. The content made Magics Haircare relatable and accessible to all, focusing on the product’s universal appeal.
Building Trust on Social Media
As the brand was relatively unknown, establishing credibility was crucial. We strategically boosted the influencer reels on Magics Haircare’s Instagram handle, turning it into a trusted source of information for potential customers. We also used customer testimonials on social media to further solidify trust. Through this, Magics Haircare’s following grew steadily from 0 to over 40,000 followers.
Product Packaging Design and Photoshoot
To enhance Magics Haircare’s market presence, we designed the product packaging to align with the brand’s Ayurvedic roots while maintaining modern aesthetics. We also conducted a professional product photoshoot for their website and listings on Amazon India, ensuring the brand’s visual identity was consistent across all platforms.
Consistency Across Brand Visibility Efforts
The founder’s goal was to expand Magics Haircare’s reach through outdoor publicity without incurring extra design costs. Leveraging high-quality images from our influencer campaign, Decode Mediacom developed outdoor advertising material, ensuring brand consistency. This unified messaging across both social media and outdoor campaigns reinforced Magics Haircare’s identity at every touchpoint.
Defining the Brand Tagline
Initially, the founder envisioned Magics Haircare as “an all-in-one hair care solution,” but the phrase “Sanjeevni aapke Baalon ki” resonated across social channels. Given the product’s Ayurvedic ingredients and the brand’s logo, depicting the Sanjeevni Mountain carried by Lord Hanuman, we recommended embracing “Sanjeevni aapke Baalon ki” as the brand’s official tagline. This connected the product’s essence with an authentic, culturally meaningful narrative.
Penetrating Rurban Markets
Magics Haircare’s expansion into rurban markets required a localized approach. We collaborated with local influencers from Saurashtra, Gujarat, and ran TV ads in smaller towns to build a strong presence. This regional focus helped Magics Haircare establish its foothold in areas beyond metro cities, driving engagement and sales.
Sponsorships to Boost Brand Visibility
To further increase visibility, Magics Haircare sponsored high-profile events, including the India vs. Australia match, Ahmedabad and Surat’s Navratri celebrations, and regional cricket tournaments. Decode Mediacom took charge of all branding requirements, ensuring that Magics Haircare stood out and made a lasting impression at these events.
The Results
Magics Haircare’s Instagram following grew from 0 to over 40,000 followers, driven by influencer campaigns, testimonials, and consistent branding efforts. The brand’s expansion into rurban markets via local influencers and TV ads further solidified its reputation. Over time, online sales helped boost the founder’s confidence, leading to the design and opening of experience stores where customers could test the product. Initially, Magics Haircare operated out of a single store in Porbandar, and now has expanded to five experience stores across Gujarat and Indore.
Key Learnings from the Project
Establishing a Brand in a Crowded Market:
Building an identity in a saturated market requires authenticity and patience. Magics Haircare steadily expanded to multiple locations, driven by trust and consistent messaging.
Understanding the Founder’s Vision:
Collaborating with a founder who had a clear vision challenged us to think outside the box. Her focus on word-of-mouth publicity pushed us to be more innovative.
Adapting to New Marketing Approaches:
When the end goal is clear, overcoming roadblocks becomes part of the journey. Working with a founder who valued authenticity over aggressive advertising allowed us to adopt strategies that were both genuine and effective.
Conclusion
Working with Magics Haircare allowed Decode Mediacom to understand the nuances of building a brand from scratch while aligning with the founder’s vision. By focusing on authentic storytelling, influencer collaboration, consistent branding, and strategic regional outreach, we helped Magics Haircare grow into a recognized name across multiple cities. This project showcased our expertise in brand-building and taught us invaluable lessons in navigating the challenges of establishing a unique brand identity in a competitive market.
