Mamaearth onion range: 52M reach across Tamil and Telugu markets
120 beauty creators activated the launch of Mamaearth's onion hair range across Tamil and Telugu markets — establishing category leadership in regional e-commerce within 45 days.
What we were up against
Mamaearth had won Hindi-belt beauty markets but South India remained dominated by legacy brands and ayurveda labels. The onion hair range — a hero SKU — needed regional storytelling that respected local hair-care traditions while introducing a modern brand.
How we attacked the problem
- 1
Selected 120 creators across 3 tiers: 20 mega beauty creators for category authority, 60 mid-tier for sustained presence, 40 nano creators in Tier-2 cities
- 2
Built dual narrative: "modern science meets grandmother's wisdom" — bridged ayurveda credibility with brand modernity
- 3
Created 8 content variants per creator: tutorial, before-after, family product reviews, ingredient deep-dives
How it played out
- 01
Week 1-2: Education-first content explaining onion hair benefits in regional context
- 02
Week 3-4: Tutorial + transformation reels with creator daughters and mothers (multi-generational appeal)
- 03
Week 5-6: Sustained UGC + paid amplification on top-performing reels via Spark Ads
What actually happened
The campaign generated 52M organic reach, 340% lift in SKU velocity in target markets, and 4.6x ROAS. Mamaearth onion shampoo became the #2 best-selling shampoo in Tamil Nadu within 60 days post-campaign.
Other case studies
How Myntra drove 4.2M app installs in 30 days
We orchestrated 340 creators across 5 South Indian languages for the End-of-Reason Sale, driving the highest regional EORS performance in Myntra's history.
Read storyZomato Kochi launch: how creators made it the #1 food app in Kerala
A hyperlocal creator blitz across Kochi's lifestyle, food, and family creator network drove a 280% lift in order volume and toppled the incumbent within 8 weeks.
Read storyWant a campaign like Mamaearth's?
Custom strategy delivered in 24 hours. Free, no strings.
Book a free strategy call →