BBLUNT Creates India's First Blogger Featured Music Video
So, there’s the shampoo and then there’s the dry and quick version of it! Keeping in mind the fast paced lives we lead and the rush we are constantly in, we often don’t find time for the most basic of routines – such as washing our hair daily! For days like these, there’s Dry Shampoo. An innovation in the Indian market, a product that you spray on your roots to easily absorb the grease and grime, making your hair good to go within minutes. Mind you, this is no replacement for your regular wash routine with your shampoo and conditioner but perfect for second-day hair, the days in-between washes after working out at the gym, rushing into an important meeting, when on a trek or whilst globe-trotting
BBLUNT’s Back To Life Dry Shampoo is a summer must-have, a go-to solution by BBLUNT experts – Adhuna Bhabani and Avan Contractor – who have been the most sought after hair stylists within the industry. Armed with over 20 years of hair care and styling expertise working on some of Bollywood’s most iconic actors and fashion runways, the duo collaborated with the Research and Development team of Godrej Consumer Products Limited to develop a whole product range specifically keeping in mind Indian hair and weather. Dry shampoo is one among the many ace products in the litter. It was the perfect amalgamation of Lab meets fab!
Globally a rage, Dry Shampoo is yet to find its way into every Indian woman’s bag. This is largely due to lack of awareness about the ease of use of the product and what a life saver it could be indeed bringing greasy, limp hair BACK TO LIFE. BBLUNT was convinced that it was just about time to launch a cheeky, bold campaign aligned with the brand’s philosophy and create a video that appeals to the target audience on digital while educating them about the product. As creative connoisseurs, BBLUNT has always been extremely innovative in their messaging and views. Hence the idea of a song with a strong sexual innuendo that could easily lend you to thinking otherwise when indeed the pun refers to Dry Shampoo all the way!
A song was specially created and recorded for the campaign, featuring Adhuna Bhabani who is joined by 15 of India’s most-followed Beauty, Fashion and Lifestyle bloggers like Miss Malini, Scherezade Shroff, Santoshi Shetty, Komal K and many more. The quirky video comes to life as the bloggers groove to the music in what we think is the most catchy video of the year. The video is directed by Shaun Kolah and Zaryan Patel, of Major Lazer’s very popular ‘Lean On’ fame and begins with a morning scene where the bloggers are at work. Each of the bloggers come in at regular intervals and share ‘where they would like to do it’. The video highlights the usage of dry shampoo, where the bloggers along with Adhuna emphasize on how to use it in three easy dance steps - ‘Shake, Spray and Rub-it on for two, keep your dirty little secret with Dry Shampoo’. To ensure everybody swoons to these moves, the song will also be made available on Dubsmash and more.
Harshil Karia, Founder and Creative Director, Schbang and brain behind this innovative campaign said, “Our main task was to create noise about Dry Shampoo and educate about its usage. The beauty of Dry Shampoo is that it can be used anytime anywhere. Hence, we thought what better way to create talk ability about the product than highlighting its attributes in a fun and an engaging way. That’s when we proposed the idea to launch India’s first ever blogger featured music video with the key talk point being ‘Where would you do it’ – in other words, where would you use the dry shampoo. Where everybody chose to ‘do it’ is their ‘#DirtyLittleSecret’.”
Talking about the video, Adhuna Bhabani, Founder and Creative Director, BBLUNT said, “Dry shampoo is one product I never leave home without. It’s an absolute must-have in this heat for those with busy and constantly on-the-go lifestyles. That was also one of the reasons Avan and I thought it was important to have it as a part of our range, created especially for Indian hair and weather. We are in full support of this campaign and it couldn’t be timed better. I am sure everybody out there will enjoy watching it as much as we enjoyed creating it.”
Thomas Dawes, Creative Director, Godrej Consumer Products Ltd. said, “To India, dry shampoo is a fairly new concept but it is definitely picking up. So much so that it’s now our best-selling product on ecommerce, contributing to 22% of our sales online. Having said that, the product still needs a bit of education. As a brand BBLUNT is known for being fun, cheeky and pioneering so simply going down the conventional route about why, when and how to use it feels incredibly flat. A full on music video featuring our favourite bloggers? That’s the BBLUNT way. And the best bit is that this song is the ultimate ear worm… you’ll be humming it for weeks!”
BBLUNT’s Back To Life Dry Shampoo contains micro-crystalline starch which does a smooth job of absorbing excess grease and grime, instantly refreshing and revamping the hair in seconds. The product is available across all BBLUNT salons, most modern trade forerunners like Health & Glow, Hyper City, Spencers, NewU along with leading beauty e-commerce portals – Nykaa, Amazon, BigBasket, Myntra and more. Price range starts at Rs.250 for 30 ml (Mini version) and Rs. 550 for 75g/125ml