Livon Hair Gain Tonic is a scientifically proven solution to hair fall. The new campaign has been visualized by DDB Mudra, and it talks to men suffering from hair loss at the emotional level
BestMediaInfo Bureau | Mumbai | January 14, 2014
The new campaign from Livon Hair Gain Tonic talks to men suffering from hair loss. The campaign has been visualized by the team at DDB Mudra. It works on the insight that hair loss results in a loss in confidence, which leads to many more losses in a man’s life. Hair loss makes a man look older, holds him back from fully participating in life and gradually even changes his identity ah feels older than his years. The brand offers a solution that helps regain hair and his falling confidence, enabling him to get much more out of his life.
Hair loss affects a man not just as an ailment but at an emotional level too. The endeavour of the campaign is to help him overcome his cynicism and establish Livon Hair Gain as a credible solution to address his problem. The TVC titled ‘Kyun yeh zindagi’ connects with the consumer emotionally and empathizes with him in a manner which is a slice of his life. It shows a young man facing hair loss, which holds him back from enjoying and participating in everyday situations. The idea is to mirror the sufferer’s feelings at those important life events when hair loss becomes his biggest disadvantage. It goes on to explain why Livon Hair Gain will work, in a very clear product demonstration.
Sonal Dabral, Chairman & Chief Creative Officer, DDB Mudra Group, said, “Hair loss is an extremely sensitive issue. It was crucial therefore to communicate our offering with honesty and a high degree of empathy. We are happy that we have been able to create a campaign that is insightful, authentic and most importantly speaks straight to the heart of our target audience.”
Sambit Mohanty, Creative Head (North) at DDB Mudra, said, “This campaign isn’t just about a man fighting hair loss but the battle he's fighting in his mind about being accepted socially. That's where Livon Hair Gain plays such a crucial role – for it not only restores his hair but his confidence too.”
Vandana Das, President, DDB Mudra Group, Delhi, added, "Being a category where there has always been a problem-solution kind of communication, we wanted to go inside a consumer’s mind and his daily life by being there with him in his fallings and eventual successes. So that was the learning we have translated in the TVC."
A Marico spokesperson commented, “Hair fall is a large and growing concern, affecting people early in life. Men in their mid-late 20s, who are otherwise geared for success, see this as a stumbling block. Livon Hair Gain is a scientifically proven formula to address hair fall and promote hair regrowth. It can help a large number of young men who are losing hair and their confidence levels. The TVC engages the audience with a realistic portrayal of moments in their life. Combined with activations in the digital space and on-ground in the chemist channel, we are looking at growing this recently acquired brand with the new campaign.”
Chief Creative Officer: Sonal Dabral
President: Vandana Das
Creative Team: Sambit Mohanty (Executive Creative Director), Ritu Sinha (Associate Creative Director), Divyesh Kansagara (Associate Creative Director), Eman Bose (Group Head)
Account Management: Radhika Das (Vice President), Santanu Ghatak (Manager), Stephen George (Executive)
Account Planning: Amit Kekre (National Strategic Planning Head), Arun Sharma (Vice President), Parul Budhiraja (Director), Toru Jhaveri (Manager)
Production House: Electric Dreams
Executive Producer: Suparna Chatterjee
Director: Aniruddha (Oni) Sen