Creativeland Asia launches campaign for Godrej Expert Rich Crème

The TVC showcases the easy to use application method highlighting the unique benefits of the cream at an affordable price

BestMediaInfo Bureau | Mumbai | December 7, 2012

Godrej Consumer Products Limited (GCPL), a leading player in the FMCG industry in India, has launched its all new hair colouring crème – Godrej Expert Rich Crème. As a part of promoting the product, the brand has launched a TVC. The TVC is conceptualised by Creativeland Asia and produced by White Light Moving Picture Company.

The aim of the TVC is to showcase the easy to use application method highlighting the unique benefits of the cream at an affordable price. The television commercial features Parizaad Zorabian as a mom who is hesitant to apply hair colour. Her daughter however convinces her to shed her reservations about hair colour by sharing the unbelievable features of this product! Perizad Zorabian who is finally convinced of this very innovative crème surprises her daughter and husband with her stunning new look.The brand strategy is to reach out to maximum number of consumers who are frequent hair colour users and first timers, announcing that Godrej now has officially entered the Hair colour crème category with an offering at an affordable price.

Announcing the launch, Sunil Kataria, Executive Vice President, Marketing and Sales, Godrej Consumer Products Limited said, “While we enjoy being India's leading hair colour brand, we don't rest easily on our past glory. We are constantly re-engineering our offerings on the innovation plank with the objective of serving the evolving needs of the consumers. Godrej Expert Rich Crème is a breakthrough innovation at multiple levels. It's the first time in India that a Crème Hair Colour is being offered in pre-measured sachets making hair colouring extremely convenient. Expert Rich Crème also offers a complete one-stop solution by way of a hair colouring kit, to hand-hold the first timers. We are confident that this cutting-edge product will fuel category growth & will deliver a significantly better experience to the consumers.”

Anu Joseph, Executive Creative Director, Creativeland Asia stated, “The TVC carries through the 'OMG' factor of the product offering, communicating the convenience of pre-measured sachets, the economical price and the ease to achieve a 'younger look'. It also captures the do-it-yourself (DIY) or at-home colouring experience.”

The TVC:

Credits:

Agency: Creativeland Asia

Production House: White Light Moving Picture Company

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