Mumbai: Marico’s Hair & Care has launched a new campaign for its revolutionary fruit hair oils. With this campaign, the brand aims to reignite a feeling of exhilaration and excitement towards hair oiling amongst its youthful consumers.
The brand plans to make a big impact in the market through a multimedia promotion exercise led by a TVC being showcased on various shows and channels. Starring Hair & Care’s ambassador, Shraddha Kapoor, in a never seen before avatar, the new ad highlights the brand’s core benefit – hair full of energy. Conceptualized and executed by BBH India, the film has been shot in a manner that makes consumers actually experience the elation and vigor of the new offering.
Commenting on the new campaign, Anuradha Aggarwal, Chief Marketing Officer, Marico Limited said, “The new Hair& Care fruit oils address the hair nourishment needs of its young contemporary consumers. It redefines the traditional source codes of nourishment and introduces the much needed stimulating oiling experience amongst today’s youth. The campaign is built to disrupt the category by presenting this product innovation, not through a narrative but by demonstrating the visual delight of its ingredients and hair that is full of energy.”
The new launch, driven by a 360 degree campaign, focuses on key markets of the Hindi speaking belt. In addition to the TVC, it is being promoted through high impact outdoor and print campaign, an engaging digital campaign and cinema branding, amongst others.
Russell Barrett, CCO & Managing Partner, BBH India added, “It’s always wonderful when you’re doing advertising for a product with a genuine, clear and palpable difference. Hair & Care Fruit Oils is a first of its kind hair oil for a younger audience and hence our advertising had to reflect that. What excited us was the innovation of the product, so, we wondered what if we could have people feel the energy and goodness of fruit rather than merely present a logical argument for it. And our partners at Marico said, why not!”
Advertising Agency – BBH India
CCO & Managing Partner: Russell Barrett
CEO and Managing Partner: SubhashKamath
Head of Strategy & Managing Partner: Sanjay Sharma
Creative Directors – SapnaAhluwalia, YohanDaver
Copywriter – YohanDaver
Art Director – SapnaAhluwalia
Strategy Director – YudhishtirAgarwal
Senior Strategist – NainaMeattle
Head of Production – KhvafarVakharia
Executive Producer – StutiGuha
Business Head – AnishKotian
Sr. Business Partner – RajatPandey
Business Partner – RituHathi