New Godrej hair colour TVC plays on husband-wife relationship
Conceptualised by Creativeland Asia, the TVC features Ram Kapoor and Vidya Malvade. The TVC for the South market features features Arjun Sarja and Devayani
BestMediaInfo Bureau | Delhi | April 29, 2013
India's No. 1 brand in the hair colour category, Godrej Expert, has recently released a new TVC for its popular gel-based powder hair colour 'Godrej Expert Advanced'. The brand is the biggest category recruiter which has attracted the most number of new-users and first-timers through the years. With this new television commercial, the brand intends to make itself the most relevant product in the eyes of first-timers. At the same time, it remains compelling for current users and competition users.
The new communication, conceptualized by Creativeland Asia, brings out the entire bundle of benefits of Godrej Expert Advanced offers in a very informal slice-of-life situation. The TVC brings out the fact that it is the safest gel-based powder hair colour, it's a non-drip colour which keeps your hair soft and smooth. All this is depicted by way of a playful interaction between a husband and wife in the TVC. The wife, who is already a user of the product and has beautiful hair, coaxes her husband to use it and assures him that it is safe to use and will result in soft and shiny coloured hair. On the whole, the communication emphasises the consumer's need to look and feel young.
It is rare that a communication is made specifically for a regional market. However, this TVC has two different copies – one for North/East/West markets and the other specifically for the South market. These have been fine-tuned considering the regional peculiarities of the different regions.
The TVC for the North, West and East markets features Ram Kapoor and Vidya Malavde playing a middle aged couple, where the wife gifts the husband a Godrej Expert Advanced for his birthday as he is most concerned and dejected over the idea of his ever increasing grey hair which makes him feel old. The wife convinces him to try out the brand resulting in the husband feeling younger and happier.
For the South market, the same ad storyboard features Arjun Sarja and Devayani.
Sunil Kataria, COO, Sales & Marketing & SAARC, Godrej, said, “A lot of first-time users of hair colour exhibit an extremely apparent state of inertia caused by lack of awareness or just by the fear of colouring ones hair. This issue has been brilliantly addressed through the TVC, where a reasonably concerned husband gets convinced by his wife to try colouring his hair. It is an extremely relatable TVC, showcasing a relationship between couples and how one influences the other to use Godrej Expert Advanced.”
“The film does a great job of capturing the apprehensions of a first-time hair colour user and convincingly addresses them. The story lends a lot of credibility and honesty to the proposition,” commented Anu Joseph, Executive Creative Director, Creativeland Asia.
Godrej started its journey in the hair colour category way back in 1974 with its shampoo-based liquid hair dye. That was the beginning of a great future. Then in 1995, Godrej started the so-called 'sachet revolution' in hair colours with the launch of powder hair dye sachets. This democratised the hair colour market.
Godrej then went on to create one of the most innovative products in this category, a never seen before product – a powder that becomes a gel, Godrej Expert Advanced. This non-drip product with extra conditioning overcame many of the existing format limitations and made powder hair colouring a hassle-free, non-messy affair.
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