Godrej Expert's latest TVC campaign focuses on south markets

Godrej Expert, India's foremost and largest selling hair colour brand from the house of Godrej Consumer Products Ltd (GCPL), launched a TVC of its latest innovation in the hair colour category; Godrej Expert Easy 5-minute hair colour.  The new TVC featuring Sneha & Prasanna, is released in Tamil, Telugu, Malayalam and Kannada languages for the South region.

Through this campaign, Godrej Expert Easy 5-minute hair colour aims to create awareness about this new innovative hair colouring solution for consumers, which can eliminate all effort from conventional hair colouring process. It is the perfect solution for the busy time pressed consumer who is seeking a convenient hair colouring ritual. Shampoo based hair colouring is a convenient and quick way of hair colouring. Simply Pour out the contents on glove hands and apply on dry hair, follow it up with massaging action to cover all greys and wash your hair after 5 minutes. Godrej Expert Easy 5-minute hair colour has a no ammonia formulation and is enriched with the goodness of amla and shikakai. It adds shine & softness to your hair, while delivering great colour –all in just 5 minutes.

Conceptualized by Creativeland Asia, the film opens in a living room of a South Indian family where a father and daughter are having a sweet moment; the daughter is sitting on the father’s shoulders counting his grey hair. The daughter is surprised that the count of the grey hair has increased to 30 and expresses the same in a shocking way, father refrains from colouring his greys as he feels hair colouring process is a very messy & cumbersome exercise. Just then the mother who is watching the conversation from far steps in and hands over Godrej Expert Easy 5-minute hair colour to her husband. He applies Godrej Expert Easy and the TVC signs off with a happy father who is pleased with the results and the convenience of usage.

Speaking on Godrej Expert Easy and its TVC campaign, Sunil Kataria, CEO – India and SAARC, Godrej Consumer Products Ltd, said, “Hair colouring is a tiresome process given the conventional hair colouring process and hence they often avoid it. Given the different formats, shampoo based hair colour format in India has had a dramatic growth in the last 4 years and one of the main reasons for this shift is the ease of product usage for the busy time pressed consumer. Through this TVC, we wanted to highlight the convenience of using ashampoo based hair colouring format which is not only quick but is also enriched with the benefits of amla and shikakai.”

Commenting on the TVC, Anu Joseph, Chief Creative Officer, Creativeland Asia Group, said, “Godrej Expert understands the conventional man and hence always find an engaging way to connect with their audience. It always has a certain appeal in its communication, and is constantly looking for topics that are relevant to its users, to be associated with.’’

Actors Sneha & Prasanna, who are a prominent name in the South Indian film industry are now the brand ambassadors for Godrej Expert Easy. Southern region is a key market for Godrej Expert Easy 5-minute Hair colour and thus the campaign is released in languages like Tamil, Telugu, Malayalam and Kannada.