Godrej Expert Advanced woos first timers to try hair colour

Godrej Consumer Products has launched a TVC for its hair colour brand Godrej Expert Advanced. The TVC created by Creativeland Asia went on air in mid-April. The campaign comprises two films, one each for the North and South Indian markets.

The campaign aims to help first timers overcome their fears of using hair colour, while playing on the desire to look young.

The film is centred on a conversation between a couple, played by TV actors Ram Kapoor and Vidya Malavde. The film opens with Vidya telling Ram that she has a plan for his birthday, something that doesn’t excite her husband. He is shown lamenting about, ‘Why should one celebrate getting old?’ She hands him a gift box with a sachet of Godrej Expert Advanced hair colour. Addressing his concern, she assures him that she has been using it and that it is safe. She gets him to dye his hair and Ram is ecstatic at the results, even as a voice over explains the benefits of the safe, gel-based non-drip hair colour with ammonia. The film ends showing the three shades in which the product is available.

Sunil Kataria, chief operating officer, sales and marketing, Godrej Consumer Products, said, “A lot of first time users of hair colours exhibit an extremely apparent state of inertia caused by lack of awareness or just by the fear of colouring one’s hair. This issue has been brilliantly addressed through the TVC, where a reasonably concerned husband gets convinced by his wife to try colouring his hair. It is an extremely relatable TVC, showcasing a relationship between couples and how one influences the other to use Godrej Expert Advanced.”

On the film, Anu Joseph, executive creative director, Creativeland Asia, said, “The film does a great job of capturing the apprehensions of a first time hair colour user and convincingly addresses them. The story lends a lot of credibility and honesty to the proposition.”

Credits

Client: Godrej Consumer Products

Creative agency: Creativeland Asia

Production house: Equinox Films

Director: Ram Madhvani