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Hair & Care shines and entertains

The campaign, conceptualised by BBH India, features brand ambassador Shraddha Kapoor, and highlights the hair oil’s non-sticky formula

BestMediaInfo | Mumbai | May 28, 2014

Hair-and-Care-campaign Click on the image to watch the TVC.

Hair & Care's new campaign sees brand ambassador, Shraddha Kapoor, stunning everyone with her problem-free, beautiful hair. Created by BBH India, the campaign talks about how stunning one can be if her hair is healthy and shines.

The fact is, as most college-going girls will also confirm, that most of us worry about hair fall. Most women see hair fall increasing substantially in their 20s. According to the campaign, Hair & Care, enriched with Herbal Proteins, will be able to reduce hair fall by 50 per cent. The other problem youngsters face is the sticky, oily sensation which makes them look 'un-cool'. However, Hair & Care's non-sticky formula leaves the hair free-flowing and beautiful.

Puneet Kapoor, Executive Creative Director at BBH India, explained, “Light hair oils like Hair & Care are loved by youth because they allow care, without the stickiness that conventional oils come with. The biggest challenge was to bust the myth that light, non-sticky hair oils are not efficacious. Since it was not a simple, linear task, we chose to make the story interesting through the idea of ‘The Hostel Musical’. What better way than entertainment to deliver a sound product message to the youth!”

The TVC ‘Hostel Musical’ opens with Shraddha Kapoor in college. She is portrayed as the ideal, popular girl, one who is smart, chic and confident. All this because of her gorgeous, healthy hair. The scene changes to show her explaining why she chooses Hair & Care and how the non-sticky formula leaves her hair healthy and shiny, without causing hair damage.

Credits:

Client: Hair & Care

Creative Agency: BBH India

Managing Partner: Subhash Kamath and Russell Barrett

ECD: Puneet Kapoor

Creative Director: Suyash Khabya

Account Management: Anish Kotian, Rajat Pandey and Mandar Shete

Planning: Sanjay Sharma and Basheera Indorewala

Production House: Apostrophe Films

Director: Kaushik Sarkar

Sohini.Sen@bestmediainfo.com

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