Godrej Expert Rich Crème, India’s largest selling crème hair colour 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’. 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 has 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.
Conceptualized by Creativeland Asia and produced by Creativeland Pictures, the video starts with Karan Johar with his peppered hair speaking about how he thinks that 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 states how this will now go viral.
Commenting on this activity, Sunil Kataria CEO – India and SAARC, Godrej Consumer Products Limited, said, “Salon are shut in many cities and the one’s allowed to operated is seeing reduced customer footfalls due to their concerns of safety & 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 also 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
Speaking on the campaign, Sajan Raj Kurup. Founder & Creative Chairman, Creativeland Asia said “It is not about what lockdown life holds for you. It is what you bring to it. What I love about our new Karan johar spot for Godrej Expert, beyond its organic feel and relevance to the situation, is the fact that it exemplifies the satisfaction and optimism self-dependence brings to our lives. Scripted, Shot, edited and post produced from home, it makes for one of the more delightful and entertaining pieces of advert to watch in the hair-colour category.”
We are waiting like Karan to see what the response from other celebrities is going to be to this new coloured hair look.
Source: Creativeland Asia