Godrej Expert Rich Crème hair colour promises 'dekhbhaal' with this adorable TVC

Hair colours are often considered a necessary evil. People who use hair colours to cover their greys don’t associate them with any higher benefit. That’s exactly what Godrej Expert aims to change with its new campaign for Rich Crème hair colour, which doesn’t just colour, but also looks after the hair with its unique ‘aloe and milk protein formula’. The campaign brings out this ‘dekhbhaal’ using a parent-child relationship. It promises to give back to all parents what they have given children all along – care, protection and love.

The film is about two daughters trying to convince their mother to colour her hair. They begin by telling her how she does so much for them and the family, and now it’s their turn to look after her. Giving her a pack of Godrej Expert Rich Crème hair colour is the children’s way of doing their bit for all the ‘dekhbhaal’ their mother has done. The film signs off with the tagline, ‘Dekhbhaal Godrej Expert Rich Crème ki’.

Speaking about the campaign, Anu Joseph, Executive Creative Director, Creativeland Asia Pvt. Ltd. said, "The need of the hour was to get fence-sitters and first-timers to drop their cynicism and start colouring their hair. What better way than to get children to charm their parents into it? The insight that all parents blame their kids for greying early gave us an eminently relatable point to start the conversation." 

Over the years, Godrej Expert has made its mark as the market leader and the most trusted hair colour brand in the country. A pioneer in the powder format, with the introduction of Godrej Expert Rich Crème, it flipped the equation in the crème segment by making high quality crème hair colour accessible to everyone.

Sunil Kataria, Business Head - India and SAARC, Godrej Consumer Products Limited (GCPL), adds, “Godrej has always been the pioneers in hair colouring – from Godrej Expert Original to now Godrej Expert Rich Crème. This breakthrough innovation has had an amazing run, its Oh My God campaign helped in establishing strong consumer connect. With the new TVC we are breaking away from the myths that surround hair colouring and bringing alive the concept of Dekhbhaal. The TVC stars Tisca Chopra endearingly conveys this super combination of effective hair colouring and care that the crème hair colour offers.”       

While the campaign has been conceptualized and executed by Creativeland Asia, the TV spot has been produced by Chrome Pictures and directed by Aleya Sen Sharma.

Link to TVC: https://www.youtube.com/watch?v=QDRcjrpe8TE