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Even children love their mothers using Godrej Expert Rich Crème

Conceptualised by Creativeland Asia, the commercial shows brings out how children care for their mothers to establish the ‘dekhbhaal’ positioning

BestMediaInfo Bureau | Mumbai | January 18, 2015

Godrej-Expert Click on the image to watch the TVC.

Indian culture has generally perceived hair colour with cynicism. To break this notion, Godrej Expert’s latest commercial for their Rich Crème conveys the message of colouring one’s hair in an adorable manner. The campaign, conceptualized and executed by Creativeland Asia, aims to change views of society. Rich Crème hair colour doesn’t just colour, it also nourishes the hair with its unique aloe and milk protein formula. The campaign brings out this ‘dekhbhaal’ positioning using a parent-child relationship.

The film opens with two daughters trying to convince their mother to colour her hair. They tell her that she should colour her hair as they care for her and they hand over a packet of Godrej Expert Rich Crème hair colour. This is their way of doing ‘dekhbhaal’ for their mother. The film signs off with the tagline, ‘Dekhbhaal Godrej Expert Rich Crème ki’.

Anu Joseph, Executive Creative Director, Creativeland Asia, said, "The need of the hour was to get fence-sitters and first-timers to drop their cynicism and start colouring their hair. What better way than to get children to charm their parents into it? The insight that all parents blame their kids for greying early gave us an eminently relatable point to start the conversation."

Sunil Kataria, Business Head - India and SAARC, Godrej Consumer Products (GCPL), added, “Godrej has always been the pioneers in hair colouring – from Godrej Expert Original to now Godrej Expert Rich Crème. This breakthrough innovation has had an amazing run; our ‘Oh My God’ campaign helped in establishing a strong consumer connect. With the new TVC we are breaking away from the myths that surround hair colouring and bringing alive the concept of ‘dekhbhaal’. The TVC stars Tisca Chopra who endearingly conveys this super combination of effective hair colouring and care that the crème hair colour offers.”

Over the years, Godrej Expert has made its mark as the market leader and the most trusted hair colour brand. It has been a pioneer in the powder format of hair colour. With the introduction of Godrej Expert Rich Crème, it has flipped the equation in the crème segment by making high quality crème hair colour accessible to everyone.

While the campaign has been conceptualized and executed by Creativeland Asia, the commercial has been shot by Chrome Pictures and directed by Aleya Sen Sharma.

The TVC:



Agency: Creativeland Asia

Production house: Chrome Pictures

Director: Aleya Sen Sharma

Actor: Tisca Chopra

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