Creativeland gives a fresh appeal to Godrej Expert
The communication romanticises hair colouring and portrays it as an enjoyable activity
BestMediaInfo Bureau | Delhi | February 3, 2012
There is just one type of hair colour advertising that we normally see on television, one with celebrities explaining the science behind hair colouring as they sit in wanky labs and settings. Creativeland Asia's film for Godrej Expert portrays hair colouring as a fun social activity, and discards the embarrassment attached to it.
The concept started with a simple question asking why hair colouring is always so secretive or an under the cover process. The communication idea was to bring it out in the open, romanticise it, and bring out the safety and simplicity by highlighting enjoyability. The ads presented were simple, direct and clear, in line with the brand tone.
The commercials have been developed such that each of the variants gets established clearly. The brand has adopted an extremely inviting tone which ensures that the new triers are attracted towards it, and at the same time current users feel proud about using it.
The TVC, set to a youthful rendition of the Bollywood hit number 'Jawan-e-jaaneman', shows people from diverse social backgrounds and different parts of the country unabashedly colouring their hair. Like young daughters surprising their mother on her birthday with a hair colouring session for her, to a husband playfully applying hair colour on his wife's hair as she frantically oversees a wedding decoration, to a man colouring his hair using the mirror of his scooter while a game of street cricket is being played in the background, to a computer astrologer colouring his 'ponytail' on the banks of a river, or a bunch of 'ghoonghat' wearing middle-class women overcoming their shyness to pick up a pack of Godrej Expert at the supermarket, to give a few instances.
The situations offer a peek into the lives of various Godrej Expert users. After the voice over which says, “Jab baat aati hai ek safe, simple aur long lasting colour ki, toh chaar crore se bhi jyada Indians bharosa kartein hai sirf ek hi naam par – Godrej expert”, we see the protagonists post their hair colouring sessions. While the mother of the three daughters does a small catwalk to flaunt her hair, the woman overseeing the wedding decorations now breaks into a dance with her husband admiring her beautifully coloured hair.
Tarun Arora, EVP - Marketing, Godrej Consumer Products, said, “Despite increased competition, Godrej Expert continues to be the largest selling hair colour brand in India. As market leaders, we sensed a need to deliver beyond just hair colouring. Hence, we decided to adopt a benefit-based strategy. This brought about the genesis of the Godrej Expert range -- available in Original, Care and Advanced variants. The challenge then was how to communicate the functional benefits of these variants and also to make the brand more likeable.”
Sajan RaJ Kurup, Founder & Creative Chairman, Creativeland Asia, explained, “Working on Godrej Expert has been an interesting challenge. I am glad we have been able spike something as mass as the powder hair colour category with a lot of freshness and live up to what Creativeland is known to bring to a brand. The TVCs are extremely sweet and enjoyable. This is obviously only the very first step. And watching the response from our client partners, I look forward to more exciting work on this brand.”
“The challenge with the campaign was to make functional hair colouring less boring, less inhibited and more acceptable. What makes me happy is that we have managed do it relevantly in the most interesting way possible,” Kurup added.
The film is directed by Ram Madhvani of Equinox Films.
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