The TVC, conceptualised by DDB Mudra, showcases how girls can love their hair anytime, anywhere with the hottest hair styling product enhanced with the new ‘Cutisoft’ formula
BestMediaInfo Bureau | Delhi | May 7, 2013
Livon Silky Potion promises to give your hair the much needed dazzling boost with the newly formulated ‘Cutisoft’ formula. The new ad campaign, conceptualised by DDB Mudra, showcases Livon’s main attribute of giving girls back the ability of regaining “open hair” everyday. The theme of the TVC is based on breaking the anguish felt by girls with tied hair as opposed to maintaining desirably bouncy gorgeous looking hair.
The new ‘Break Free’ TVC, which went on air on April 7, 2013, showcases a brand new, modern imagery for the Livon Silky Potion brand. The film highlights the wonderful ‘Cutisoft’ formula which promises desired benefits of healthy and stylish hair maintenance.
Sameer Satpathy, EVP & Business Head, Marico India, said, “This is our first TVC on Livon post our acquisition of the brand. We would like to increase the penetration of the category by driving the relevance of the product. The TVC highlights the brand’s ability to deliver on a woman’s desire for open hair anytime and anywhere.”
The bedazzling sets with a stunning model dressed in all black against a glittering backdrop, subtly communicates the striking properties that Livon provides to beautiful looking tresses. Creatively, the ad propagates the USP of how the brand helps to break free from the appearance of dull and tangled looking hair.
Sonal Dabral, Chief Creative Officer, DDB Mudra, said about the film, “It was very exciting and challenging to work on the new Livon TVC. An important milestone in the life of this brand, the TVC is more than just a TVC. Besides being a befitting tribute to the free-spirited, modern Indian girl who loves freedom, it's also an effort to do a total makeover of the Livon brand. I feel that on both counts the TVC has been a great success. I'm certain it will be loved by the target audience and will do wonders in the marketplace.”
Talha Bin Mohsin and Mahesh Parab, Executive Creative Directors at DDB Mudra, commented, “We have used this campaign to mirror the insecurity a woman feels in being caged and tied down in her modern daily life. The film attempts to synonymously ask the contemporary woman to adopt change by taking actions in her own hands. No one can communicate this change any better than a spirited brand such as Livon.”
Chief Creative Officer: Sonal Dabral
President, DDB Mudra Delhi: Vandana Das
Executive Creative Directors: Talha Bin Mohsin, Mahesh Parab
Creative Team: Eman Bose, Ajit Kumar Sahoo
Account Management: Radhika Das, Santanu Ghatak
Account Planning: Amit Kekre, Parul Budhiraja, Toru Jhaveri
Production House: Gobsmack
Executive Producer: Kalpana Kutty
Director: Jim Sonzero