The campaign conceptualised by DDB Mudra stars Kangana Ranaut and aims to highlight the brand’s role in the lives of its consumers
BestMediaInfo Bureau | Mumbai | August 23, 2016
Marico Limited’s Livon hair serum has launched its latest campaign featuring brand ambassador Kangana Ranaut. The #SalonNahinLivon campaign that targets college-going girls aims to drive relevance for the serum category and Livon through a sharp story and find a role for the brand in consumer’s life.
Conceptualised by DDB Mudra, the TVC starts with Ranaut with her trademark curly locks, shopping at a boutique while waiting for her friends. Her friends enter and immediately compliment her for her glossy hair but also tease her for going to the salon before a shopping spree. This is when Ranaut reveals her secret – Livon serum. The TVC ends with Livon driving the message that it gives salon-like finish to all hair types.
“The Livon girl is a college-going girl who is on an unstoppable journey to seize every opportunity to have fun, explore, curate new memories and craft her own story. Amid all these moments, being spotlight-ready with fabulous hair is what she desires and her benchmark is the perfect salon finish. That’s when Livon steps in and provides her a simple solution to achieve instant superb salon-finish look even at the convenience of her home,” said Anuradha Aggarwal, Chief Marketing Officer, Marico Limited.
Speaking about the campaign, Sambit Mohanty, Creative Head (North), DDB Mudra said, “Livon serum is a young college girl’s ally in her journey of being unstoppably fabulous. And to be fabulous in each moment, she needs her hair to always look fabulous. Livon serum’s instant ability to give her super smooth and ultra glossy salon finish hair that she so desires, at the convenience of her home, is what led to the creative idea of ‘Salon Nahin Livon’. Kangana wows her friends with her awesome super glossy hair to which they ask her if she has been to the salon even before just a shopping/coffee date with them. It’s then that Kangana reveals ‘Salon Nahin Livon’ as the key behind her fabulous salon finish hair.”
An integrated media approach will be undertaken and all platforms such as TV, digital video and content, print magazines, radio and PR will be used for the campaign. Considering that 100% of the target group is on digital platforms, the plan will be digital heavy.
Agency: DDB Mudra
Chairman & Chief Creative Officer: Sonal Dabral
Head of Office (North): Vandana Das
Creative Head, North: Sambit Mohanty
Creative Team (Copy): Eman Bose, Shatrughan Tripathi, Abhimanyu Prathap
Creative Team (Art): Pulak Bisht, Suketu Gohel, Anujit Ray, Aindrila Chatterjee
Account Planning: Sumeer Mathur, Radhika Likhi
Account Management: Vineet Kindra, Shweta Raina, Nandita Bajpai, Gladys John
Production house: Apostrophe Films
Director (film): Kaushik Sarkar