Here’s how Godrej Expert plans to aid with #ShaadiKiTaiyaari this wedding season
Hair colouring in India is still very occasion driven. The biggest occasion that triggers hair colouring is wedding of a friend or relative in the family. Godrej Expert Rich Crème wanted to create a massive disruption this wedding season and induce higher trials for the category. This led to the launch of the #ShaadiKiTaiyaari campaign.
The key insight for the #ShaadiKiTaiyaari campaign was that while consumers spend a lot of time on picking the right attire, jewellery, and makeup before they attend a wedding, they sometimes forget the impact a hair colour can create in transforming their look for the day. With this campaign the brand intends to encourage its consumers to flaunt their ‘perfect looking’ hair.
Sunil Kataria, business head – India and SAARC, Godrej Consumer Products (GCPL) said, “Godrej Expert Rich Crème has always been the pioneer in hair colouring. With this – Shaadi ki Tayari campaign we intend to encourage our consumers to try Godrej Expert Rich Crème hair color this wedding season. This campaign also communicates the convenience of applying the hair colour and highlights unique features of the brand.”
The digital leg of the campaign titled #ShaadiKiTaiyaari started with promotions across Facebook, GDN (Google Display Network) and includes a big video campaign where in through Vogon, a contextual video targeting programme, the brand activated contextual messaging on popular genres consumed by users around the wedding season on YouTube. Multiple variations of the same video will be shown to users based on the content they are consuming, making it more relevant.
Anu Joseph, chief creative officer, Creativeland Asia, “The idea stems from the insight that guests who attend weddings typically have a few lined up in the season. While immediate family and friends naturally take care to look their best in every way, guests who attend these functions also take time and effort to look the part and hair plays an important role in completing the look. We saw this as a potential opportunity and created a print innovation, designed to look like a wedding invitation wherein we invite our audience to colour their hair with the call ‘Iss Shaadi Ke Mausam, Baal Banao Awesome’.”
The campaign is also backed by a massive activation where GERC is partnering with women entrepreneur beauticians and helping them give a free hair makeover to people attending weddings. This gives a special flavor to the campaign as thousands of consumers receive free hair makeovers by the brand while enabling these women entrepreneur beauticians to generate a clientele and a revenue stream for themselves.
Creativeland Asia was launched in May 2007. It currently has a team of 80 and operates through two full-fledged offices in India and 9 strategic offices in Asia. At Cannes Lions 2010, Creativeland Asia was ranked number four at No. 4 iin the list of the most creative agencies from India. It is also the first Indian company to make it to the list of ‘the leading independent agencies of the world’.