Cricket World Cup 2019, the biggest global cricketing event, is finally here. Cricket-crazy people in India are all set to take the world cup fever to another level with hopes from team India winning the global recognition once again. With this frenzy, comes the palpable tension as India gears up to face the strongest teams of the tournament. Building on this realistic insight, Godrej Expert Rich Crème Hair Colour from Godrej Consumer Products Ltd, unveiled two interesting digital films with a fun take on the stress levels of high voltage cricket matches and the problem of greying hair. The brand aims to build awareness of the crème hair colour range with contextual messaging through these films.
Conceptualized by Creativeland Asia and Godrej Expert brands’ team, Godrej Expert Rich Crème Hair Colour digital films are quirky and dwells on the popular saying ‘stress will make your hair turn grey’. The digital films feature a couple and group of friends watching India’s face off with the strongest cricket teams. They all are completely engrossed in the matches and look extremely tensed. As the match progresses, the tension mounts with each passing moment. We see a close-up of their faces, and strands of their hair begin to turn grey. Suddenly, there is a voice-over, (almost like the voice of God) saying, Tension se baal safed?” to which the people nod sheepishly and Godrej Expert Rich Crème Hair Colour pack appear on the screen, colours their hair shiny black with a swift upward swipe. Starting this June, Godrej Expert Rich Crème Hair Colour will stream the digital films on multiple platforms throughout the world cup season.
Commenting on the new digital films, Mr. Sunil Kataria, CEO – India and SAARC, Godrej Consumer Products Ltd, said, “Cricket is the most sought after sport in India. Global cricketing tournaments like the world cup always score high in terms of viewership and engagement. Be it on television or digital platforms, viewers of cricket are everywhere and Godrej Expert Rich Crème has found an interesting and contextual way to link this cricket fever to its hair colours. We have conceptualized these films specially catering to people on digital and OTT platforms. Through contextual films, we aim to increase category penetration by driving relevance for crème based hair colour.”
Speaking on the new digital films, Mr. Anu Joseph, Chief Creative Officer, Creativeland Asia Group, said, “The intent was to leverage the massive reach that OTT platforms get in a mega event like the cricket world cup. The brief given to us was to find a fun and light hearted way to link an otherwise fairly serious category of hair colours to cricket. The creative route cashes in on popular belief that tension leads to grey hair. We have tried to keep the route very quirky and build brand salience.”
Unlike other crème hair colours that contain ammonia, Godrej Expert Rich Crème Hair Colour has milder colouring ingredients. It contains an aloe vera and milk protein formula that condition your hair while colouring. Godrej Expert Rich Crème Hair Colour currently have five beautiful shades available. They are Natural Black, Black Brown, Dark Brown, Natural Brown and Burgundy.