Mumbai: Himalaya is a leading brand in the haircare category, with a strong anti-hair fall portfolio. Now they have come up with a herbal solution that is highly effective at removing dandruff. The latest campaign for Himalaya Anti-Dandruff Shampoo, conceived by 82.5 Communications, advises users to nip the dandruff problem in the bud, instead of adopting temporary hacks.
In the film we see a young woman trying to hide dandruff while her admirer waits at the door. What is interesting is the way dandruff has been personified. We see some white, flaky-looking characters going about their happy lives in a black room that signifies hair. In a desperate attempt, the young woman tries to hide them with regular shampoo and oil. However, when she finally opens the door, it’s not just she who greets him, but the white characters as well.
The secret behind Himalaya Anti-Dandruff Shampoo’s effectiveness lies in the ingredients. The anti-bacterial properties of Tea Tree Oil and Aloe Vera help remove dandruff while leaving the scalp moisturised. The key message, “Ab dandruff chupao nahi hatao”, reminds the audience that it’s not a great idea to manage or conceal dandruff. Instead they can use Himalaya Anti-Dandruff Shampoo at the very onset of the problem and get a better result.
Sumanto Chattopadhyay, Chairman & Chief Creative Officer, 82.5 Communications Pvt Ltd, India, “Himalaya’s products are always effective, but sometimes one needs a unique creative approach to make the consumer aware of why it is so. Personifying dandruff is the creative approach we have used for this campaign. With wit and charm, this device effectively drives home the message of effectiveness.”
Naveen Raman, Sr. Vice President & Branch Head, Bengaluru, 82.5 Communications Pvt Ltd, India, “The simple thought of this film comes from the fact that dandruff is a perennial problem. People find multiple ways to manage dandruff but can’t get rid of it. Our attempt is to change that behaviour. Don’t manage your dandruff, remove it.”
Anuraag Khandelwal, Executive Creative Director & Creative Head, Mumbai, 82.5 Communications Pvt Ltd, India, “The shampoo category has been bubbling away with ads that all follow a fairly defined set of category codes. We wanted to push the envelope and create something effective and relevant, while being memorable at the same time. An idea that can simply extend across various media and social platforms.”
YouTube link of the TVC: