McCann Erickson has conceptualised a campaign which highlights the benefits of using the all-new L’Oreal Paris-Total Repair 5 range, that lets women keep long hair
BestMediaInfo Bureau | Mumbai | January 27, 2015
L’Oreal Paris has introduced the all-new Total Repair 5 range that encourages consumers to ‘forget scissors and keep the length of your hair just as you desire’. The TVC, conceptualised by McCann Erickson, features L’Oreal Paris’ brand ambassador Aishwarya Rai Bachchan.
The TVC starts with Rai sporting a unique short crop look while she talks about how she doesn’t need to cut her hair and can now choose to grow it to the length she desires, without worrying about damage as she uses the all-new Total Repair 5 range.
Talking about the TVC, Sachin Talwalkar, ECD, and Abhinav Tripathi, ECD, McCann Erickson Mumbai, commented, “It is interesting how we arrived at our insight. Most Indian women love long hair, yet many choose to keep it short. And we always wondered why. Was it because of fashion, obligation, peer-pressure or family? In our minds, the reasons were plenty, but all these seemed very superficial. But, all of us knew this was an interesting space to explore. So, we mulled over it, probed further and we also spoke to a couple of women. Interestingly, all of them had similar answers. They said that more often than not, they cut their hair short not out of choice, but because of circumstances. And in this case the ‘circumstance’ was clearly damage. That was our ‘eureka’ moment.”
They further added, “It was such a beautiful simple answer and such a brilliant insight. We knew this insight would resonate with millions of women because each one of them was fighting the same battle - ‘damage’. From there on, it was all about getting the message across. Why should any woman be forced to cut her hair because of damage? We wanted this to be a clutter-breaking commercial; and because our communication was different and our execution had to be too. That’s how we decided on Aishwarya sporting short hair, definitely a refreshing change. We’re very happy with the outcome. All of us love the commercial. We’re hoping the consumers will too.”
Manashi Guha, General Manager, L’Oreal Paris India, said, “With the launch of a new and improved Total Repair 5 product range, L’Oreal Paris is addressing the needs of Indian consumers by strengthening the proposition of a product they strongly connect with. A lot of research has gone into giving the contemporary Indian woman exactly what she wants, to care for her hair. As a beauty icon it will be refreshing to see the reaction of consumers to Aishwarya’s short-cropped look in the TVC. Through her long-standing association with the brand, she is synonymous with our offering of ‘5 problems, 1 solution’, and embodies a classic essence of natural beauty.”
Client: L’Oreal Paris India
General Manager: Manashi Guha
Creative Agency: McCann Erickson, Mumbai
Executive Creative Directors: Sachin Talwalkar, Abhinav Tripathi