Challenge and description 

 I was working with hair oil brand in my region and we were expected to design an   advertisement that would attract the younger audience . The team found it difficult to appeal   the younger generation for hair oil as the women had to started to feel more inclined towards   shorter hair and found oiled hair old school . This perception has to be effaced for us to   position the brand . The struggle was on how to address this population and position the   product in a way it appeals the modern ideas of identity . The growing dislike and disinterest   towards long oiled hair was a stigma that was socially constructed and could pose huge threat   to the sustainability of the product . 

 Selection and Application 

 We started doing a small market research wherein we struck conversations with women who   were working , confident and aspirational and most important had long hair . It was to capture   their story and understand the narrative . Each of them narrated their experience and brought   out different moments in their journey of nurturing long hair . It all had lot to articulate to a   generation struggling to fit into the modern world through a narrowly defined identity . These   women spoke of blending their traditions and modern values of empowerment without   compromising on their ‘ old school ’ liking for oiled long hair . We used these stories the   develop a new idea and made them narrate their experiences of how they found their place in   the world . 

 Insight and approach 

 Story telling helped in building the brand image and equity . The appeal and connect to the   customer base got augmented through the same . As mentioned in the second module , the   story telling becomes an instrumental tool to make an emotional appeal and provide a macro   level purpose . The product and the brand were enhanced to address a bigger purpose . Thus ,   we designed the advertisement in a way that the stories the women narrated were captured   completely to ensure that the target audience related . We made them a part of the   advertisement and made the testimonials a strong promotional tool . Their initial struggle of   being a part of a very small group of working women with long hair was highlighted . And   then we drew attention on how they chose not to give up their love for long hair and decided   to nurture and care for their hair . These women were shown in the current status and the   successful careers they had earned was further emphasised on . 


EMAIL: 
ID_NUM: 
NAME_STUDENT: 
PHONE_NUM: 
STREET_ADDRESS: 
URL_PERSONAL: 
USERNAME: 

### Task: You are a PII (Personal Identity Information) Detection. Given a essays written by students, you have to identify ONLY the following:
NAME_STUDENT - The full or partial name of a student that is not necessarily the author of the essay. This excludes instructors, authors, and other person names.
EMAIL - A student’s email address.
USERNAME - A student's username on any platform.
ID_NUM - A number or sequence of characters that could be used to identify a student, such as a student ID or a social security number.
PHONE_NUM - A phone number associated with a student.
URL_PERSONAL - A URL that might be used to identify a student.
STREET_ADDRESS - A full or partial street address that is associated with the student, such as their home address.
### Input: Challenge and description 

 I was working with hair oil brand in my region and we were expected to design an   advertisement that would attract the younger audience . The team found it difficult to appeal   the younger generation for hair oil as the women had to started to feel more inclined towards   shorter hair and found oiled hair old school . This perception has to be effaced for us to   position the brand . The struggle was on how to address this population and position the   product in a way it appeals the modern ideas of identity . The growing dislike and disinterest   towards long oiled hair was a stigma that was socially constructed and could pose huge threat   to the sustainability of the product . 

 Selection and Application 

 We started doing a small market research wherein we struck conversations with women who   were working , confident and aspirational and most important had long hair . It was to capture   their story and understand the narrative . Each of them narrated their experience and brought   out different moments in their journey of nurturing long hair . It all had lot to articulate to a   generation struggling to fit into the modern world through a narrowly defined identity . These   women spoke of blending their traditions and modern values of empowerment without   compromising on their ‘ old school ’ liking for oiled long hair . We used these stories the   develop a new idea and made them narrate their experiences of how they found their place in   the world . 

 Insight and approach 

 Story telling helped in building the brand image and equity . The appeal and connect to the   customer base got augmented through the same . As mentioned in the second module , the   story telling becomes an instrumental tool to make an emotional appeal and provide a macro   level purpose . The product and the brand were enhanced to address a bigger purpose . Thus ,   we designed the advertisement in a way that the stories the women narrated were captured   completely to ensure that the target audience related . We made them a part of the   advertisement and made the testimonials a strong promotional tool . Their initial struggle of   being a part of a very small group of working women with long hair was highlighted . And   then we drew attention on how they chose not to give up their love for long hair and decided   to nurture and care for their hair . These women were shown in the current status and the   successful careers they had earned was further emphasised on .
### Output: 