New twist to hair colour campaign

03 Feb,2012

By A Correspondent

 

There is just one type of hair colour advertising that we normally see on television, one with celebrities explaining the science behind hair colouring as they sit in swanky labs and settings. Creativeland Asia’s film for Godrej Expert portrays hair colouring as a fun social activity, and in sync with the times, discards the embarrassment attached with it.

 

Depicting hair colouring as no more a chore that is secretly performed in the confines of the bathroom, the TVC, set to a youthful rendition of the Bollywood hit number, ‘Jawan-e-jaaneman’, shows people from diverse social statuses and different parts of the country, unabashedly colouring their hair. From young daughters surprising their mother on her birthday with a hair colouring session for her, to a husband playfully applying hair colour on his wife’s hair as she frantically oversees a wedding decoration, to a man colouring his hair using the mirror of his scooter while a game of street cricket is being played in the background, to a computer astrologer colouring his ‘ponytail’ on the banks of a river, to a bunch of ‘ghoonghat’-wearing middle-class women overcoming their shyness to pick up a pack of Godrej Expert at the supermarket, to three brothers in a typical Gujarati home while their family member applies hair colour for them one by one, to a Parsi woman who colours her hair in the balcony of her home while talking to her neighbour who is getting her son ready for school, to a rockband member in his fifties colouring his hair; the situations offer a peek into the lives of various Godrej Expert users.

 

[youtube width=”400″ height=”200″]http://www.youtube.com/watch?v=5ZIEMHXfzCc[/youtube]After the voiceover which says, “Jab baat aati hai ek safe, simple aur long lasting colour ki, toh chaar crore se bhi jyada Indians bharosa kartein hai sirf ek hi naam par – Godrej expert’, we see the protagonists post their hair colouring sessions. While the mother of the three daughters does a small catwalk to flaunt her hair, the woman overseeing the wedding decorations now breaks into a dance with her husband admiring her beautifully coloured hair. We see the man checking his coloured hair in the mirror of his scooter, and the Parsi woman being appreciated by the little boy in the neighbourhood with a flying kiss.

 

Tarun Arora
Sajan RaJ Kurup

Tarun Arora, EVP Marketing, Godrej Consumer Products Limited says, “Despite increased competition, Godrej Expert continues to be the largest selling hair colour brand in India. As the market leaders, we sensed a need to deliver beyond just hair colouring, hence we decided to adopt a benefit-based strategy. This brought about the genesis of the Godrej Expert range – available in Original, Care & Advanced variants. The challenge then was how to communicate the functional benefits of these variants and also to make the brand more likeable.”

 

“Working on Godrej Expert has been an interesting challenge. I am glad we have been able spike something as mass as the powder hair colour category with a lot of freshness, and live up to what Creativeland is known to bring to a brand. The TVCs are extremely sweet and enjoyable. This is obviously only the very first step. And watching the response from our client partners, I look forward to more exciting work on this brand.” commented Sajan RaJ Kurup, Founder and Creative Chairman, Creativeland Asia, on working on Godrej.

 

“The challenge with the campaign was to make functional hair coloring less boring, less inhibited and more acceptable. What makes me happy is that we have managed do it relevantly in the most interesting way possible.” he added.

 

The film is directed by Ram Madhvani of Equinox Films.

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