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Men’s grooming brand Beardo created an influencers marketing campaign, #WahKanda movement, for the launch of onion oil concentrate for hair care. The campaign was conceptualised and executed by Gozoop.

It started with the curiosity-piquing ‘kanda’s’ picture posted on a page @wah.kanda that was solely dedicated to it.

Alongside the picture, there was a message:

‘Tag a friend who comes to your mind when you think of onion’.

In this way, the #WahKanda movement started.

The picture started going viral, with one question on everyone’s mind — What is the ‘#WahKanda movement?’ 

Influencers such as Bhuvan Bam, Zakir Khan, Amit Bhadana, Harsh Beniwal and Nikunj Lotia a.k.a @beyounick started speaking and commenting about the ‘kanda’ onion. Soon after this, the ‘kanda’ was seen to be used by many meme pages, which according to them was going viral for no reason at all.

A few days later, the questions in everyone’s mind were put to rest as the ‘kanda’ split open and showed us what it had been hiding all this while.

All along, the ‘kanda’ had been hiding the Beardo Onion Oil Concentrate that would make the user and their hair say #WahKanda forever.

Speaking about how the idea originated, Ashutosh Valani, Co-founder, Beardo, said, "Beardo has been a brand of many firsts and with #WahKanda it's no different. We knew our product was innovative and hence we worked with Gozoop on a launch approach, which was equally fresh. I believe that the reason why #WahKanda gained so much traction online is because of its pure simplicity and our thorough understanding of how people use and engage on social media. It was a bold move and I'm glad people responded with the same amount of fervour." 

Ahmed Aftab Naqvi, CEO and Co-Founder, Gozoop, added, “Every brand wants their campaign to go viral. But few understand and respect what it takes to make this possible. It’s as much an art as it is a science. Our team has demonstrated this beautifully with this highly engaging and shareable campaign. #WahKanda.”