Personal care brand Sebamed has launched a campaign to emphasise the importance of the right pH value in hair care products, conceptualised by The Womb.
The campaign film is set at a Church funeral were a father is remembering his son who is no more. He starts saying that his son lived life to the fullest with no regrets. Just then he remembers one thing he regretted – that his hair fell too soon. A friend of his son’s interrupts to ask if he did not know that “pH 5.5 matters”. The father says he told his son, who wouldn’t listen. Enter Sebamed Anti-Hairloss Shampoo, with pH 5.5.
The campaign will be promoted in multiple languages across TV, digital, social media, print, cinemas and OOH.
Shashi Ranjan, President, USV Consumer Products (Sebamed), said, “We are a purpose-driven organisation that has constantly challenged the convention and redefined the perspectives in the realm of personal care with singular focus on bringing positive impact in the lives of our consumers. #pHmatters campaign stands as a testament to our commitment, as we highlight the importance of pH 5.5 for healthy hair and scalp basis evidence-based science. As a brand committed to transparency and authenticity, we invite our audiences to join the conversation on the importance of pH 5.5 for healthy hair and skin.”
Abhinav Chugh, Category Head – Sebamed, said, “The launch of our new #pHmatters campaign reaffirms our commitment to enable consumers with new knowledge backed by science. The #pHmatters campaign leverages tongue-in-cheek humour to land the point that hair plays a very important role in our consumers life and pH 5.5 based hair care products help in maintaining healthy hair and scalp. The campaign highlights the criticality of using pH 5.5 based products for healthy hair and urges consumers to switch to Sebamed range of hair care products with perfect pH5.5.”
Suyash Khabya, Creative Head at The Womb, said, “The campaign has a unique presentation of humour, without trying too hard. It’s simple yet unignorable. In an absurdist situation of a funeral, a father is eulogising his son. However, as the ad progresses things take an interesting turn as he starts speaking about ‘regrets’ in the same breath as ‘hair loss’. The plot is engaging and the brand messaging bang on. Apart from the master film, there are interesting, witty 10 seconders, an OOH campaign and more digital ideas.”
Feedback: [email protected]
