Livon's #AllHairIsNotStraight campaign celebrates self-Expression this Pride month

With this campaign, the brand aims to encourage conversations and celebrate the importance of hair in self-expression with the LGBTQIA+ community and their acceptance among the larger audience

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Livon's #AllHairIsNotStraight campaign celebrates self-Expression this Pride month

In celebration of Pride month, Marico’s hair care brand, Livon has launched a digital campaign #AllHairIsNotStraight to exemplify the LGBTQIA+ community’s self-expression through their hair and encourages the larger community to also do the same, with pride.  

Livon believes that hair is a canvas for one’s self-expression. More so for the queer community, hair is often a powerful tool to explore and express one’s identity. Whether its vibrant rainbow colours, intricate styles or bold cuts, hair allows individuals to communicate their authentic selves, celebrate their journey, and showcase their unique stories. 

This pride campaign #AllHairIsNotStraight falls under the brand’s digital IP, Uncut With Livon which has been built in partnership with Team WPP, over the last year, for unfiltered conversations that challenge social conditioning through uninhibited self-expression.  

Somasree Bose Awasthi, Chief Marketing Officer, Marico, said, “We are thrilled about our latest campaign #AllHairIsNotStraight in collaboration with the LGBTQIA+ Community. Livon has always believed that hairstyling is a form of self-expression and identity and has promoted unfiltered conversations through various past campaigns. This pride month we aim to make a lasting impact by enabling unfiltered conversations with the LGBTQIA+ Community.” 

In this campaign, Livon will utilise various tools of communication to engage with its audience. The centrepiece is the digital film that features multiple personalities representing the LGBTQIA+ community, expressing themselves through poetry with powerful visuals.

The message compels viewers to reflect on how hair can be a powerful means of self-expression of one’s identity. The campaign message will be further amplified through the influencer community, showcasing the versatility of Livon serum for hair styling, and emphasising the importance of self-expression through hair. 

Paridhi Bhatiya, Head – Content Force, said, "Livon's Pride campaign exudes a profound celebration of individuality and self-expression. Our hairstyles serve as captivating form of communication, reflecting our innermost emotions and convictions. It is within the vibrant tapestry of the queer community that we find an extraordinary tradition of self-expression through hair and style. Through this campaign, we seamlessly intertwine the diverse array of hair types and styles with the essence of the unique and individualistic queer culture, drawing powerful parallels that resonate deeply with Livon’s consumers." 


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Marico ad campaign LGBTQIA+ community Self-expression Hair Livon #AllHairIsNotStraight Pride month