Livon's new TVC will do wonders in the market place: DDB Mudra's Sonal Dabral

Livon Silky potion declares giving your hair the much needed dazzling boost with the newly formulated ‘Cutisoft*’ formula. The new ad campaign has been the visualization of the talented DDB-Mudra, showcasing Livon’s main attribute of giving girls back the ability of regaining “open hair” everyday. The theme surrounds around breaking the anguish felt by girls today with tied hair as opposed to maintaining desirably bouncy gorgeous looking hair.

The all new ‘Break Free’ campaign’s TVC commercial, showcases a brand new modern imagery being rendered to Livon Silky Potion. The film highlights the wonderful ‘Cutisoft*I formula which promises desired benefits of healthy and stylish hair maintenance here forward.

The bedazzling sets with undertones of stunning model dressed in all black; against the glitter enhanced backdrop, subtly communicates the striking properties that Livon administers to our beautiful looking tresses. Creatively, this ad campaign propagates the USP of how the option helps to break free from the appearance of dull and tangled look hair.

Sonal Dabral, Chief Creative Officer at DDB Mudra said on the film, “It was very exciting and challenging to work on the new Livon TVC. An important milestone in the life of this brand, this new TVC is more than just a TVC. Besides being a befitting tribute to the free-spirited, modern indian girl who loves freedom, it's also an effort to do a total make-over of the Livon brand. I feel on both counts the TVC has been a great success. I'm certain it will be loved by the target audience and will do wonders in the market place.”.

Talha Bin Mohsin & Mahesh Parab, Executive Creative Directors at DDB Mudra on this film said that, “We have used this campaign to mirror the insecurity a woman feels in being caged and tied down in her modern daily life. This film attempts to synonymously ask the contemporary woman to adopt change by taking actions into her own hands. No one can communicate this change any better than a spirited brand such as Livon”. The film has been on air since 7th April 2013.

Sameer Satpathy, EVP & Business Head, Marico India shared, “This is our first TVC on Livon post our acquisition of the brand. We would like to increase the penetration of the category by driving the relevance of the same. The TVC highlights the brand’s ability to deliver on a women’s desire for open hair anytime & anywhere”.

Credits:-

Chief Creative Officer: Sonal Dabral

President: Vandana Das

Creative Team: Talha Bin Mohsin (Executive Creative Director)

Mahesh Parab  (Executive Creative Director)

Eman Bose (Group Head)

Ajit Kumar Sahoo (Group Head)

Account Management: Radhika Das (Vice President)

Santanu Ghatak (Manager)

Account Planning: Amit Kekre (Senior Vice President)

Parul Budhiraja (Director)

Production House: Gobsmack

Kalpana Kutty (Executive Producer)

Director: Jim Sonzero

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