Godrej Expert Rich Crème, a flagship brand of Godrej Consumer Products (GCPL), has launched a TV commercial conceptualised by Lightbox, GCPL’s in-house creative studio.
The film pitches the brand as ‘Baalon ka Best Friend’, through a slice-of-life exchange between two best friends.
One of the young women admonishes the other for choosing a poor hair colour yet again, making her hair look grizzly – like a bird’s nest, as she puts it. She also helps her bestie with a solution while spelling out its positives: Godrej Expert Rich Crème, which makes hair feel moisturised.
https://youtu.be/nACCAR_Bywk?si=TFKkmBXZqCOygZpl
Prakhar Sharma, General Manager – Brand Equity – Hair Colours, GCPL, said, “Hair colour is a high stakes category, and individuals tend to place a considerable importance on it. To ensure they make the right choice, consumers rely excessively on the advice of their closest friends. This is much truer amongst consumers between 25 and 35 age brackets, on whom we want to focus. Through this campaign, our goal is to reaffirm Godrej Expert Rich Crème’s position as a brand that cares for their hair, the way their closest friends care for them.”
Shalini Avadhani, Lead Creative Strategist – LightBox, GCPL, said, “We’ve often seen best friends travelling, partying, and having a great time in ads. But rarely have we seen them being brutally honest with each other, the way only real friends can be. Underneath this raw honesty, lies warmth and genuine care. Godrej Expert Rich Crème’s new campaign reflects this authenticity.”
Feedback: [email protected]
