Created by L&K Saatchi & Saatchi, the campaign adds a flavour of cricket to the boy meets girl story
BestMediaInfo Bureau | Mumbai | October 19, 2015
Head & Shoulders, P&G’s largest shampoo brand globally, has launched a new campaign aimed at the cricket obsessed Indian guy. Created by L&K Saatchi & Saatchi, this cricket commentary-inspired campaign hopes to stand out in the clutter of cricket-style communication.
The TVCs narrate the story of dandruff foiling a budding attraction at various situations – from a sangeet ceremony to a house party and even an elevator. Till Head & Shoulders comes to the poor guy’s rescue and saves the day for him.
Binu Ninan, Brand Manager, P&G (Hair care), commented, “Head & Shoulders is a huge brand for P&G and we continue to be a favourite among Indian men. This time, we wanted a campaign that talks the language of the Head & Shoulders to convey the brand message and hence engages and connects with him, and what better than adding a little flavour of cricket. We have a holistic plan to drive this across relevant touch points.”
Speaking about the inception of the idea, Delna Sethna, Chief Creative Officer, L&K Saatchi & Saatchi, said, “The biggest creative challenge was to be disruptive, yet be relevant. Boy meets girl… boy loses girl, thanks to dandruff… boy reunites with girl, thanks to Head & Shoulders … All pretty linear till you need to add cricket into the mix, but we managed to get it right in the end.”
Priyanka Chatterjee, Vice-President, L&K Saatchi & Saatchi, explained that while the TV spots would be played in commercial breaks during the India-South Africa series, there was an exciting engagement plan on social media. “We all know how popular Dubsmash is today, so amplifying this commentary idea through this tool, with exciting influencers should be fun. We are hoping to get a lot of participation,” she added.
Client: P&G India
Brand: Head & Shoulders
Client team: Binu Ninan, Deepak Gopal, Kruti Desai
Creative agency: L&K Saatchi & Saatchi
Chief Creative Officer: Delna Sethna
Creative team: Khatija Beguwala, Priyanka Patyal, Shraddha Salaye, Arathi Jayaram
Account Management: Priyanka Chatterjee, Santoshdev Menon, Shazia Shaikh
Production House: Offroad Films
Director: Abhijit Sudhakar