Hair & Care celebrates the joy of open hair with #KhuleBaalBefikar

02 Dec,2019

By A Correspondent


Marico Hair & Care launched a new campaign titled #KhuleBaalBefikar that celebrates the joy of open hair. A key element of this campaign was the TikTok challenge that went live on November 23.


Speaking about the campaign, Koshy George, Chief Marketing Officer – Marico Limited, said: “At Marico, our priority is to understand consumer mindset and accordingly develop an insight-driven campaign. Hair & Care is a young, fun brand for audiences who like to enjoy every moment in their lives fully. These consumers are always looking for entertaining content on the new-age social media platforms and are willing to adopt new trends. Our media mix was hence devised scientifically keeping in mind newer formats that would gain engagement from our core consumers. TikTok is one such platform that has helped us drive our brand narrative – #KhuleBaalBefikar in a fun, engaging, short-video format.”


The film was conceptualised and shot by BBH India with Chrome Pictures and is currently on air in Hindi speaking markets. Commenting on the campaign, Subhash Kamath, CEO & Managing Partner, BBH India, said: “Hair & Care has always been an exciting brand for us. It is young and fresh and demands a very different approach from regular hair oil advertising. The brief was simple and clear and we had fun creating this campaign. The promise of ‘Khule Baal Befikar’ isn’t just a functional promise. It symbolises the sense of freedom and expression of our youth audience. So it was important to make it fun and entertaining, and the creative delivered beautifully on that promise.”



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