Marico’s youthful and contemporary hair nourishment brand, Hair & Care, has launched a new campaign for its revolutionary fruit hair oils. With this campaign, the brand aims to reignite a feeling of exhilaration and excitement towards hair oiling amongst its youthful consumers.
Hair & Care Fruit Oils caters to the modern, young woman between the age group of 18-30 years, who is on a constant look out for exciting products across categories, especially beauty and personal care. Taking cognizance of this and marrying it with the evolving hair needs of the consumers, the brand has introduced one-of-a-kind range of hair oils with a distinctive mix of fruits that moisturize and energize hair.
The brand plans to make a big impact in the market through a multimedia promotion exercise led by a TVC being showcased on various shows and channels. Starring Hair & Care’s ambassador, Shraddha Kapoor, in a never seen before avatar, the new ad highlights the brand’s core benefit – hair full of energy. Conceptualized and executed by BBH India, the film has been shot in a manner that makes consumers actually experience the elation and vigor of the new offering.
Commenting on the new campaign, Chief Marketing Officer, Marico Limited, Anuradha Aggarwal said, “The new Hair & Care fruit oils address the hair nourishment needs of its young contemporary consumers. It redefines the traditional source codes of nourishment and introduces the much needed stimulating oiling experience amongst today’s youth. The campaign is built to disrupt the category by presenting this product innovation, not through a narrative but by demonstrating the visual delight of its ingredients and hair that is full of energy.”
The new launch, driven by a 360 degree campaign, focuses on key markets of the Hindi speaking belt. In addition to the TVC, it is being promoted through high impact outdoor and print campaign, an engaging digital campaign and cinema branding, amongst others.