THE WHAT? Schwarzkopf is touring India with its Colour Caravan in a bid to encourage trial of its color range. The on-ground activation will visit a series of cities across the country, starting with Delhi to promote its Colour Specialist and Simply Color brands.

THE DETAILS According to a report published by Passionate In Marketing, the Henkel-owned brand’s skilled hair beauty advisors will help demonstrate at-home color techniques. Some 1000 participants are expected to visit the activation in Delhi.

THE WHY? Shama Dalal, Head of Marketing at Henkel Consumer Brands told Passionate In Marketing, “Schwarzkopf recognizes the dynamic preferences of our consumers and understands the need for a personalized approach. The caravan activity is a testament to our commitment to innovation, providing a mobile and interactive platform for consumers to experience our hair colour products up close. This will help us build a stronger connection with our target audience.”