Look good with Godrej Expert Rich Crème, says brand in a digital post featuring Karan Johar

Godrej Expert Rich Crème, the hair colour brand from the house of Godrej Consumer Products Limited, partnered with the Bollywood personality Karan Johar for an interesting transformation. The association challenges the gloom of the sit-at-home restriction, nudging people to ‘look good’, which in turn will make them ‘feel good’.

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Recently, Karan posted an image of himself in a new grey hair lockdown look and said he is available for father roles now. Tired of being referred to as old, Karan finally coloured his hair at home with Godrej Expert Rich Crème. He shared a video on his Instagram profile in a new coloured hair look, the core messaging being the ease of using at-home hair colours to look good.

Godrej Expert Rich Crème’s collaboration with Karan Johar comes at a time when people have been neglecting hair care owing to the lockdown. The notion that hair colour comes with added hassle and the fact that people have not been stepping out added to this neglect. Through this association, the brand aims to highlight how easy it is to colour your hair at home and that you need not look dull just because you are indoors.

Conceptualised by Creativeland Asia and produced by Creativeland Pictures, the video starts with Karan Johar with his peppered hair, speaking about how he thinks his new home grey hair look is cool but his fans, industry friends and even family is urging him to colour his greys as they make him look old. Frustrated with the comments, Karan agrees to colour his greys with Godrej Expert Rich Crème, recalling how this is “Anushka wala hair colour”. Apprehensive as he has never applied hair colour by himself, Karan follows simple instructions — mix, apply, and wash off. Finally, he expresses his astonishment about the precision and joyously clicking a selfie, says it will now go viral.

Sunil Kataria, CEO, India and SAARC, Godrej Consumer Products Limited, said, “Salon are shut in many cities and the ones allowed to operated are seeing reduced customer footfalls due to their concerns of safety and hygiene parameters. Increased grey hair can cause anxiety to many. This calls for an immediate solution critical for their overall well-being. Godrej Expert Rich Crème, through this association with the charismatic Karan Johar, wants to highlight how easy it is to colour grey hair at home while nourishing them in the process. Our intent is to encourage people to not neglect hair care just because they are indoors and highlights how looking good translates to feeling good.”

Sharing his perspective on hair colouring at home Karan Johar said, “Grey hair can elicit multiple reactions. I can personally relate to it as I got all kinds of comments from uber cool to hello uncle. When my kids asked why I was looking old, I decided to try and colour my hair at home. I didn’t have to do too much, just a simple application of at-home hair colour with natural ingredients worked fine for me.”

"With most of us being at home and with this new way of life, we've given up on some of our routines, especially our grooming rituals. Those who depend on salons to get their hair coloured are the most affected. When we saw Karan’s picture on social media, we knew we had a fantastic opportunity to demonstrate how easy it is to colour one's hair at home by oneself, if we could get Karan to colour his hair and film the process. The shoot, which was on a video call essentially, was fun. On a lighter note, I think we are getting good at shoot from home," said Anu Joseph, Chief Creative Officer, Creativeland Asia.

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A post shared by Karan Johar (@karanjohar) on May 25, 2020 at 7:01am PDT

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