Now carry a salon in your bag; communicates Livon Serum’s new campaign

Marico Limited’s Livon Serum has launched its latest ad film, an extension of its campaign thought - ‘Salon Nahin Livon’. A category leader in the serum market, this new communication aims to showcase Livon Serums’ promise of delivering super smooth and salon finish hair, instantly.

The brand caters to the young girl who always strives to look her fabulous best and being ‘selfie ready’ is of utmost importance to her. In a fast-paced life of impromptu plans and unplanned outings, she wishes to have that luscious flowing hair without entering a salon. Taking cognizance of this, Livon Serum aims to instantly deliver an overall spectacular look with salon-finish hair - free of fizz and ultra-glossy, on demand.

The tongue-in-cheek TVC depicts two girls seated in a library, who have to go for a last minute outing planned by their friends. Momentarily excited, one of them expresses dismay due to her frizzy hair and wishes she could have fab hair before she steps out. Asking her friend to wait, she pulls out a large mirror, steamer, blow-dryer et al, basically everything one can find in a salon, from her bag. Looking at her with shock, the friend wonders what she is up to, when the voiceover says – You can’t carry your salon everywhere you go, that’s why carry Livon Serum ”.

Speaking about the launch of the new campaign, Anuradha Aggarwal, Chief Marketing Officer, Marico Limited said, “Livon exemplifies the contemporary young girl who is out there to make the most of her life. She loves all the surprises and sudden plans that come her way, but looking good is a priority for her! The brand has consistently been an ally in giving her an edge and that added confidence. With this new campaign, Livon Serum offers a sweet-spot between achieving instant fabulous looking hair at her convenience amidst any impromptu situation. It’s her salon in a bottle!”

Harsad Rajadhyaksha & Kainaz Karmakar, Chief Creative Officers, Ogilvy & Mather, Mumbai Office said, “Impromptu plans are a way of life for the young girls. Also, looking good for impromptu plans is a necessity of life. This campaign exaggerates these insights in a funny way. The girl carrying an entire salon in her bag or the girl who has a ‘salon practitioner’ hidden in her dressing table, are both wild situations and will bring a smile to the viewers, while making a sharp point about the salon-like finish of Livon Serum. We believe the tone and manner of these films will stand out in the category and make the brand memorable.”

Furthermore the brand has also undertaken a pan India multimedia campaign approach across TV, digital, on-ground activation and PR.

TVC Link: https://www.youtube.com/watch?v=nuG2qFxinAg

Agency Credentials:

• Chief Creative Officer: Harshad Rajadhyaksha and Kainaz Karmakar
• Group Creative Director: Talha Bin Mohsin and Mahesh Parab
• Vice President: Shivali Nair
• Account Planning: Aniruddha Khandekar, Priyanka Nair, Dhara Pujara
• Account Management: Monika Thapa

Production House:

• Executive producer: Hamesh
• Director: Koushik Sarkar
• Producer: NP Prakash

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