Livon Hair Gain promises to restore confidence in latest TVC

The campaign, conceptualised by DDB Mudra Group, works on the insight that hair loss results in loss of confidence, which leads to more losses in a man's life.

FP Staff January 13, 2014 08:00:12 IST
Livon Hair Gain promises to restore confidence in latest TVC

Marico India has launched a new campaign for its hair care brand Livon, for men who suffer from hair loss. The campaign, conceptualised by DDB Mudra Group and produced by Electric Dreams, works on the insight that hair loss results in loss of confidence, which leads to more losses in a man's life.

Livon Hair Gain promises to restore confidence in latest TVC

The TVC 'Kyun yeh zindagi' empathizes with the consumer. It shows a young man who has hair loss, holding back and not participating in everyday situations. After using the product, it shows how his life has changed and given him his confidence back.

Sonal Dabral, Chairman and CCO, DDB Mudra Group, said, "Hair loss is an extremely sensitive issue. It was crucialthereforeto communicate our offering with honesty and a high degree of empathy. We are happy that we have been able to create a campaign that is insightful, authentic and most importantly speaks straight to the heart of our target audience."

Sambit Mohanty, Creative Head (North), DDB Mudra, said, "This campaign isn't just about a man fighting hair loss but the battle he's fighting in his mind about being accepted socially. That's where Livon Hair Gain plays such a crucial role- for it not only restores his hair but his confidence too."

Vandana Das, President, DDB Mudra Group-Delhi, said, "Being a category where there has always been a problem-solution kind of communication, we wanted to go inside a consumer's mind and his daily life by being there with him in his fallings and eventual successes. So that was the learning we have translated in the TVC."

Credits:

Chairman and CCO: Sonal Dabral

President: Vandana Das

Creative Team:

Sambit Mohanty (Executive Creative Director)

Ritu Sinha (Associate Creative Director)

Divyesh Kansagara (Associate Creative Director)

Eman Bose (Group Head)

Account Management:

Radhika Das (Vice President)

Santanu Ghatak (Manager)

Stephen George (Executive)

Account Planning:

Amit Kekre (National Strategic Planning Head)

Arun Sharma (Vice President)

Parul Budhiraja (Director)

Toru Jhaveri (Manager)

Production House: Electric Dreams

Suparna Chatterjee (Executive Producer)

Director: Aniruddha (Oni) Sen

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