Livon reinforces its brand promise with Kangana as brand ambassador

Marico has launched a new campaign to introduce its next-generation Livon Serum with an ultra-lightweight formulation and a brand new look. With the promise of transforming the face of serums, Livon will be showcased in a fully revamped identity through their latest advertising campaign. Leading this change is Livon’s first ever brand ambassador, youth style icon- Kangana Ranaut who will also be driving the unique philosophy of ‘Free to be Fabulous’.

 

 

Anuradha Aggarwal, Chief Marketing Officer, Marico Limited informs, “We wanted to bring back the brand philosophy of ‘Free to be fabulous’ along with driving relevance for serum. Serum is a category that is not well known in India. Livon as the market leader will be creating relevance for serum by highlighting its functional and emotional benefits. Designed for today’s beauty conscious women who do not believe in compromising on hair beauty or hair health, this product gives fabulous looking hair while protecting it from damage as it is also enriched with Vitamin E. The new communication aims to communicate both the imagery and the product’s benefits hand-in-hand for the first time. The big campaign idea that encapsulates this is ‘Pretty Girl Swag!’

Livon was launched in 2003 as India’s first leave-in conditioner brand launched to untangle hair. During the last few years, Livon was positioned as a beauty brand which helped women get beautiful open hair anytime and anywhere. Anuradha reflects upon the need for the new look, “It was observed that the brand’s functional promise could not be understood well by the consumers. Following emerging insights that women today want healthy hair which also looks beautiful, today Livon is ready to embark on a new journey - one that brings to fore both the functional and beauty codes of the brand. Leading this change is Livon’s first ever brand ambassador, youth style icon- Kangana Ranaut who will also be driving the unique philosophy of ‘Free to be Fabulous’. The product packaging has undergone a makeover in line with the ‘Pretty Girl Swag’ positioning to drive disruption at the first moment of truth and creating desire to own the pack. The packaging inspiration is the cover of a beauty and fashion magazine.”

On its future marketing plans Anuradha Aggarwal divulges, “With the tagline ‘Live free, Live fab, Livon’, the campaign highlights the swag that comes from fabulous looking hair. The 45-second television commercial which went on air last month, showcases Kangana enjoying her hair and life wholeheartedly, with no strings attached. In the first six months of launch, we aim to spend approximately Rs. 10 Crore behind the campaign. The media mix has been designed keeping in mind the affinity and reach for our TG. The mix includes TV and digital media. Livon is a national brand with a strong retail presence across urban clusters. . The brand is reaching out to college-going girls, working women and young homemakers across all metros and mini-metros in India. Given that our target audience falls between the 18-35 age group who are most familiar with the hashtag culture, digital media forms an integral part of our digital communication. Having stated this we have created a longer film especially for digital.”

When asked about the reasoning behind signing Kangana as brand ambassador, she immediately adds, “Not only does Kangana Ranaut’s appeal cut across age groups, regions and socio economic strata but just like Livon she also reflects the brand’s core values of being free-spirited, joyous, liberated and spontaneous. We are very excited about our partnership with Kangana and look forward to building the next gen Livon serum with her. With Kangana as our brand ambassador, we are looking at popularizing both the brand as well as the serum category while driving the desire to use Livon Serum. We have observed that the change in the product and the positioning is being seen as modern, progressive and refreshing. Our strategy is focused towards growing by creating awareness through television media and by sampling our new product.”