Marico has launched a campaign for its Livon Hair Gain Tonic. The campaign conceptualised by DDB Mudra went on air on 13 January.
The product is targeted at men in their late 20s experiencing hair loss. It assures them of regaining their hair and along with it, confidence.
A young man lying on the bed is shown deep in thought. He runs his hand through his receeding hairline and looking into the mirror worriedly. The film then moves to his workplace. A colleague cutting her birthday cake looks at him with a smile. He runs his hand through his hair and is reminded of his hair problem. He puts down the gift that he was holding, to give her. Extremely conscious of his hair loss, he is shown wearing a cap to cover it up. A voice over introduces Livon Hair Gain with active fruit energisers. The film then has the protagonist donning a full mop of hair on his head and walking with confidence to his colleague to hand her the gift. The voice over signs off with - “Badhte baalon ka confidence - Livon Hair Gain” (The confidence of growing hair).
Sonal Dabral, chairman and chief creative officer, DDB Mudra Group, said, “Hair loss is an extremely sensitive issue. It was crucial therefore to communicate our offering with honesty and a high degree of empathy. We are happy that we have been able to create a campaign that is insightful, authentic and most importantly speaks straight to the heart of our target audience.”
Sambit Mohanty, creative head (North), DDB Mudra, said, “This campaign isn’t just about a man fighting hair loss but the battle he's fighting in his mind about being accepted socially. That's where Livon Hair Gain plays such a crucial role - for it not only restores his hair but his confidence too”.
Vandana Das, president, DDB Mudra Group, Delhi, explained, "Being a category where there has always been a problem-solution kind of communication, we wanted to go inside a consumer’s mind and his daily life by being there with him in his fallings and eventual successes. So that was the learning we have translated in the TVC."
Client: Marico (Livon)
Creative agency: DDB Mudra
Chief creative officer: Sonal Dabral
President (Delhi): Vandana Das
Creative team: Sambit Mohanty, Ritu Sinha, Divyesh Kansagara, Eman Bose
Account management: Radhika Das, Santanu Ghatak, Stephen George
Account planning: Amit Kekre, Arun Sharma, Parul Budhiraja, Toru Jhaveri
Production house: Electric Dreams
Executive producer: Suparna Chatterjee
Director (film): Aniruddha Sen