Marico urges users to 'live free and fab' with Livon

Marico has rolled out a campaign featuring Bollywood actor and brand ambassador Kangana Ranaut for Livon serum. The campaign has been conceptualised by DDB Mudra Delhi. 

 

The ad film shows Ranaut flaunting her hair in office, at a house party and even a playground. At the ground, a young boy asks her where does one get the 'swag' from. She replies saying that starts with the hair and extends up to the feet; and that you have it in you and it is not something that's taught at school. The film ends with a sign off: "Live free. Live fab. Livon." 

 

Anuradha Aggarwal, chief marketing officer, Marico Limited, said, “The new Livon campaign takes inspiration from popular culture in creating a world of desire leveraging the lives and dreams of young girls today. We are delighted to have Kangana Ranaut as the face of brand. Not only does her appeal cut across age groups, regions and socio-economic strata, but just like Livon she also reflects the brand’s core values of being free-spirited, cheerful, liberated and spontaneous.”

 

Sambit Mohanty, creative head, DDB Mudra North, added, “As a brand, Livon offers immense creative satisfaction as it allows one to showcase the liberated, expressive and spontaneous aspect of a woman’s hair and beauty. It was fantastic working with Kangana on the campaign. With her liveliness and vibrancy, Kangana literally lives the brand thought of “Free to be fabulous.”

 

Credits

 

Client: Marico (Livon Serum)

Creative agency: DDB Mudra Delhi

Creative head: Sambit Mohanty

Creative team: Tripti Surana, Suketu Gohel

Account management: Ankita Chawla

Account planning: Sumeer Mathur

Director (film): Sunhil Sippy