New Hair colour from Godrej puts all apprehensions to rest

Godrej Expert is not only the biggest brand in the country by market share, but it is by far the largest in terms of number of users as well. In a year, more than 3 crore Indian households experience the product. The brand is the biggest category recruiter which has attracted the most number of new-users and first-timers, through the years.  With their new television commercial, the brand intends to make itself the most relevant product in the eyes of the first-timers. At the same time, remains compelling for the current users and competition users. The new communication of Godrej Expert Advanced brings out the entire bundle of benefits it offers in a very informal slice-of-life situation.

Godrej Expert Advanced Powder Hair Colour is a revolutionary product. It is the only gel based powder hair colour which does not drip and is easy to spread. It also packs in triple conditioners, which makes hair soft and beautiful while adding an attractive coat of colour. Priced at Rs.15 per sachet, the Godrej Expert Advanced range is available in three shades - Gentle Black, Natural Brown and Burgundy. 

The new communication of Godrej Expert Advanced brings out the fact that it is the safest gel-based powder hair colour, it’s a non-drip colour which keeps your hair soft and smooth.

Adgully caught up with Sunil Kataria, Chief Operating Officer, Sales & Marketing & SAARC, Godrej, to get a client’s perspective and Anu Joseph, Executive Creative Director, Creativeland Asia, to get the agency’s perspective. 

Commenting on the TVC, Kataria said, “A lot of first time users of hair colours exhibit an extremely apparent state of inertia caused by lack of awareness or just by the fear of colouring their hair. This issue has been brilliantly addressed through the TVC. This is an extremely relatable TVC, showcasing a relationship between couples and how one influences the other to use Godrej Expert Advanced. Besides this, whilst keeping the relationship angle intact, the creative team has also very cleverly managed to incorporate a premium look and feel for the new Godrej Expert Advanced TVC.”

All this is depicted, by way of a playful interaction between a husband and wife in the TVC. The wife, who is already a user of the product and has beautiful hair, coaxes her husband to use it and assures him that it is safe to use and will result in soft and shiny coloured hair. On the whole, the communication emphasizes on the consumer’s need to look and feel young.

It is rare that a communication is made specifically for a regional market.  However this TVC has 2 different copies, one for North/East/West markets and the other specifically for the South market. These have been fine-tuned considering the regional peculiarities of the different regions of India.

Speaking about the idea, Joseph said, “The film captures the apprehensions of a first time hair colour user and convincingly addresses them. The story lends a lot of credibility and honesty to the proposition.”

Godrej expert is a leading brand across geographies with a large user base. Kataria says, “In order to leverage this, we will be looking at an integrated marketing communication. While television would play a major role with presence on mainlines, GECs, News and regional channels , other media like print through advertorials and magazines and digital through youtube videos, facebook and twitter will definitely be explored. We are also looking at trial generations through activations like sampling and promotions.”

According to Joseph, the brief was to leverage the product advantages to target new users of the powder hair colour category.

The new TVC features Ram Kapoor & Vidya Malavde for the relevant markets (North, West, East), playing a middle aged couple, where the wife gifts the husband a Godrej Expert Advanced for his birthday as he is most concerned and dejected over the idea of his ever increasing grey hair making him feel old and how the wife convinces him to try the brand out resulting in the husband feeling younger & happier. For the South the same copy features Arjun Sarja & Devayani. 

When asked what Ram Kapoor would bring to the table, Kataria said, “Ram Kapoor is a household name. And he is extremely popular on TV. One always looks at associating themselves with endorsers who our TG can relate to. And moreover he is an influencer who is extremely engaging and enduring. Being someone who also impersonates roles of a husband on TV and is a husband in real life too, made him the perfect fit for our Ad  and with his reach and popularity we felt that he was the best influencer to bring onboard.”

“Godrej started its journey in the hair colour category way back in 1974 with its shampoo based liquid hair dye. That was the beginning of a great future. We have, ever since, revolutionized the category. We introduced hair colour in powder format, making hair colouring an absolutely simple and convenient process,” informed Kataria.

They then went on to create one of the most innovative products in this category, a never seen before product - a powder that becomes a gel, Godrej Expert Advanced. This non-drip product with extra conditioning overcame many of the existing format limitations and made powder hair colouring a hassle-free and a  non-messy affair.

Joining the band wagon of innovation was their never before seen all new Godrej Expert Crème which released in the market few months back. This was the first time that GCPL launched its first ever Hair cream in the market with its most unique feature which is that this product is available in pre-measured sachets, making it extremely easy-to-use. This unique crème hair colour which keeps the hair soft, shiny and healthy is sure to be a favourite with the present day fashion conscious  senior generation.