The TVC has been conceptualised by Taproot India to promote quick and easy hairstyles among young girls
BestMediaInfo Bureau | Delhi | April 25, 2013
Be it a last-minute date, an after college party or a day out with your girl friends, 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 campaign by Hair & Care introduces quick and easy hairstyling by promoting twist and turn hairdos. After all, twisting and turning your hair into gorgeous styles doesn't need to be time-consuming, Hair & Care will show you how.
The Twist and Turn campaign has been conceptualised by Taproot. 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 film creatively puts forth the campaign, showcasing a few quick and easy hairdos that will transform you into a new girl in college every day.
Sameer Satpathy, EVP & Business Head, Marico India, “The new Hair & Care campaign is all about making a difference to the lives of young girls who are constantly striving to project their ‘best selves’ in the world. It enables them to create different hairstyles and gives them the confidence that they are looking their best for every occasion.”
Talking about 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 on 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 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
ECDs: Agnello Dias, Santosh Padhi
Creative: Pallavi Chakravarti
Account Management: Manan Mehta, Naved Punjabi, Gargi Vegiraju
Director: Ravi Udyawar
Producer: Kalpana Udywar, Ananya Purkayastha