Anushka Sharma is the new face of Godrej Expert Rich Crème Hair Colour

To make the brand more contemporary and relevant with today's lifestyle, and infuse a youthful appeal, hair colour brand Godrej Expert Rich Crème, from the house of Godrej Consumer Products Ltd (GCPL), has signed Bollywood actor Anushka Sharma as its new face.

A multi-media campaign with Anushka is going live on television, digital and social media to engage audiences.

Sunil Kataria

Sunil Kataria, CEO, India and SAARC, Godrej Consumer Products Limited, said, “Godrej Expert Rich Crème has been an expert of accessible hair transformation. It is a revolutionary offering that has established a strong foothold across Indian households over the years. We are thrilled to partner with the country’s leading superstar Anushka Sharma to chart our future growth roadmap. She is a global icon, revered for her style and is regarded as one of the best actors of this generation. This strategic association will enable us to penetrate the younger target groups for crème hair colour while enhancing the loyalty of existing users, thereby reiterating the dominance of Godrej Expert Rich Crème in the category.”

As part of this association, the brand has released a new TVC with Anushka, featuring the new Godrej Expert Rich Crème hair colour with 10X more aloe vera. This new offering comes in five beautiful colours —natural black, natural brown, dark brown, black brown and burgundy loaded with the goodness of 10X more aloe vera that makes the hair softer, shinier and gorgeous. The TVC highlights how one can shed their inhibitions to colour their hair and step out with confidence as Godrej Expert Rich Crème ensures rich colour backed by a formula enriched with the goodness of aloe vera, making hair soft and shiny.

Conceptualised by Creativeland Asia, the TVC opens with Anushka entering her friend’s house as they are preparing to step out. On seeing her friend, Anushka instinctively compliments her pretty dress and asks her to wear her hair down instead of tying it up. Reluctant to do so, the friend points out to her white hair. Anushka hands her a packet of Godrej Expert Rich Crème hair colour, confident that the benefits of 10X more aloe vera will not just cover the greys but also takes care of the hair. She goes on to add how Godrej Expert Rich Crème contains no ammonia formulation that makes hair softer and shinier.

Anu Joseph

Anu Joseph, Chief Creative Officer, Creativeland Asia, said, “Godrej Expert is an iconic brand that has pretty much taught Indians to colour their hair with the care it deserves. With the new breakthrough of 10x  aloe vera, the dekhbhaal goes up several notches higher—putting all hair colour worries to rest, while also delivering gorgeous colour. In the TVC, we have Anushka Sharma asking her friend to colour her hair with the reassurance of a colour that cares like a friend would.”

The special formulation is enriched with aloe vera conditioning formula that nourishes hair while ensuring the coverage of grey hair, thereby making the hair incredibly soft. Getting rid of the hassle, users simply have to mix, apply and rinse for complete coverage and nourished hair. Godrej Expert Rich Crème is priced at Rs 30 for a single sachet and Rs 99 for a multi-application pack.

The TVC:

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