Livon urges women to break free from tangled hair

Marico’s hair serum brand Livon Silky potion has launched a new television commercial that talks about a new ‘cutisoft’ formula. The commercial has been conceptualised by DDB Mudra and went on air on 7 April. This is Livon’s first TVC post Marico’s acquisition of the Paras Pharma bouquet of products owned by Reckitt Benckiser in 2012.

The film features a model breaking free of her entrapment, even as a voice over urges women to ‘break free’ of the hair clips they feel trapped in. The brand has used hairclips as a metaphor for unmanageable, tangled hair. The TVC says Livon ensures beautiful looking tresses.

On the new TVC, Sameer Satpathy, EVP and business head, Marico India, said, “This is our first TVC on Livon post our acquisition of the brand. We would like to increase the penetration of the category by driving the relevance of the same. The TVC highlights the brand’s ability to deliver on a women’s desire for open hair anytime and anywhere.”

Sonal Dabral, chief creative officer, DDB Mudra, said, “It was very exciting and challenging to work on the new Livon TVC. An important milestone in the life of this brand, this new TVC is more than just a TVC. Besides being a befitting tribute to the free-spirited, modern indian girl who loves freedom, it's also an effort to do a total makeover of the Livon brand. I feel on both counts the TVC has been a great success.”

Credits

Client: Marico
Brand: Livon
Creative agency: DDB Mudra
Chief creative officer: Sonal Dabral
President: Vandana Das
Creative team            
Executive creative directors: Talha Bin Mohsin, Mahesh Parab
Group heads: Eman Bose, Ajit Kumar Sahoo
Account management
Vice president: Radhika Das
Manager: Santanu Ghatak
Account planning                                        
Senior vice president: Amit Kekre
Director: Parul Budhiraja
Production house: Gobsmack
Executive producer: Kalpana Kutty
Director: Jim Sonzero