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Bajaj Almond Drops tells people to take the load off their heads

The campaign, conceptualised by Mullen Lintas, Mumbai, is called ‘Load mat lo’ and compares sticky oil with unnecessary weight on one’s head

BestMediaInfo Bureau | Mumbai | December 26, 2016

Bajaj-Almond-Drops Click on the Image to watch the TVC.

Many of us might have heard the phrase “Itna load mat le”. In today’s ‘instant’ world people end up carrying a lot of stress and lose their peace of mind over little things. Bajaj Almond Drops has taken a stand against this in its new creative.

The ad film, conceptualised by Mullen Lintas, Mumbai, asks people to lose the unnecessary weight they carry on their heads. The campaign that features Bollywood actress Parineeti Chopra is called ‘Load mat lo’.

Commenting on the thought process behind this campaign, Ameya Dangi, Head of Marketing, Bajaj Corp, said, “People don’t like oiling their hair regularly because they find some oils to be extremely sticky, chip-chipa and heavy, a feeling which they dislike. It is like a ‘load’ on their head and they have to put up with it for the sake of nourishment just like they put up with a host of unnecessary worries without a really good reason. But with light and non-sticky Bajaj Almond Drops hair oil, they can give their hair the nourishment it needs without having to put up with the heaviness on their head. For us, this new campaign idea ‘Load mat lo’ brilliantly works on this very relatable insight of ‘unnecessary worrying’ in the context of hair oil and Bajaj Almond Drops.”

The film begins with the protagonist, Parineeti Chopra, being told by her partner about the hair oil that he has bought for her. On seeing the bottle, she immediately cautions him that she doesn’t prefer taking the load of coconut oil on her hair. To elucidate her point, she conducts a small experiment on his head by placing a paper-weight on his head and comparing it to a feeling that one gets by applying coconut oil. She then tells him how light almond oil is compared to coconut oil.

Ayyappan Raj Ayyappan Raj

Highlighting the strategic insight behind the film, Ayyappan Raj, EVP, Mullen Lintas, said, “The consumer of today is always on the lookout for innovation on a product or brand they endorse. With the hair oil category flooded with multiple players, it was imperative that we play up features of Bajaj Almond Drops that stand out. Thankfully, there were more than a couple of features that worked in its favour, including it being the lightest in its category and further fortified with 300 per cent vitamin E. This led us to zero down on the idea of ‘load free’, as that is what most people too want from their lives. All these traits have been captured really well in the film.”

Shriram Iyer Shriram Iyer

Explaining the creative execution behind the film, Shriram Iyer, NCD, Mullen Lintas, said, “While most hair oil brands tend to play up the usual advantages that can be derived by using them, we chose to highlight one of the biggest differentiator for Bajaj Almond Drops – it being the lightest in its category. This core point has been bought out well in the film where one can really feel the difference in applying oil that is easy on the hair vis-à-vis the others that tend to make it heavy and sticky. We are sure the concept will get consumers to choose Bajaj Almond Drops hair oil when they go to shop for oil the next time around.”

The TVC:



Client: Bajaj Almond Drops

Agency: Mullen Lintas

Client Team: Sandeep Verma, Ameya Dangi, Neha Bhattacharya

Creative Team: Shriram Iyer, Garima Khandelwal, Angud Bhalla, Trishna Prakash

Account management: Ayyappan Raj, Manish Somani, Shrirang Deodhar

Planning: Ekta Relan

Production house: Troubler Films

Director: Siddharth Sikand


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