The commercial has been created by Taproot India and went live on digital before breaking on TV
BestMediaInfo Bureau | Mumbai | March 28, 2013
Be it a last-minute date, an after college party or a day out with girlfriends, there is much more you can do with your hair than just throwing it into a pony. Taking a slice of life from the young female audience, the new television campaign by Hair & Care, from Marico, introduces quick and easy hairstyling by promoting twist and turn hairdos. As part of the Twist and Turn campaign, the TVC hinges on the insight that there is no better way to change your look and make an impression than to change your hairstyle.
The commercial has been created and conceptualised by Taproot India and the film has been directed by Ravi Udyawar. The film showcases a few quick and easy hairdos that will transform you into a new girl in college every day.
Explaining the concept behind the TVC, Pallavi Chakravarti, Associate Creative Director at Taproot India, said, "For our TG sameness is boring. Each day has to be different, each tale needs a twist. By highlighting Hair & Care's new promise of Twist and Turn hair, the idea was to combine great hair styling and the excitement of doing something new with their fun, mischievous way of life."
The campaign went live on digital before breaking on TV, given that the average youth today spends more time on the internet than TV. With the intent of popularising effortless twist and turn hairstyles made easy by Hair & Care amongst the style-conscious audience, the brand will be engaging with young girls on its Facebook page through styling tips, latest hair trends and a step-by-step hairstyling guides.
Shraddha Sharma, India’s first YouTube star and youth sensation, will continue her association with Hair & Care through an array of digital engagement activities planned for the new Twist and Turn campaign.
Agency: Taproot India
Creative Team: Agnello Dias, Santosh Padhi, Pallavi Chakravarti
Account Management: Manan Mehta, Naved Punjabi, Gargi Vegiraju
Director: Ravi Udyawar
Producer: Kalpana Udywar, Ananya Purkayastha