By A Correspondent

Marico’s hair nourishment brand Hair & Care has launched a new campaign for its fruit hair oils. With this campaign, the brand aims to reignite a feeling of exhilaration and excitement towards hair oiling amongst its youthful consumers.Starring Hair & Care’s ambassador, Shraddha Kapoor, the ad has been conceptualised and executed by BBH India.

Commenting on the new campaign, Anuradha Aggarwal, Chief Marketing Officer, Marico Limited said: “The new Hair & Care fruit oils address the hair nourishment needs of its young contemporary consumers. It redefines the traditional source codes of nourishment and introduces the much needed stimulating oiling experience amongst today’s youth. The campaign is built to disrupt the category by presenting this product innovation, not through a narrative but by demonstrating the visual delight of its ingredients and hair that is full of energy.”

The new launch, driven by a 360-degree campaign, focuses on key markets of the Hindi-speaking belt. In addition to the TVC, it is being promoted through high impact outdoor and print campaign, an engaging digital campaign and cinema branding, amongst others.

Added Russell Barrett, CCO & Managing Director BBH India: “It’s always wonderful when you’re doing advertising for a product with a genuine, clear and palpable difference. Hair & Care Fruit Oils is a first of its kind hair oil for a younger audience and hence our advertising had to reflect that. What excited us was the innovation of the product, so, we wondered what if we could have people feel the energy and goodness of fruit rather than merely present a logical argument for it. And our partners at Marico said, why not!”