MUMBAI: Mudra Communications which earlier this year celebrated its 25th anniversary has launched two television commercials (TVCs) for hair care brand Livon.

Livon had earlier been positioned as a “detangler” of hair, post a hair wash.Its earlier TVC's addressed the the typical housewife. Its primary benefit statement was “prevent hair loss caused by breakage due to tangling of hair after a hair wash.” As a result of the brand statement Livon became generic to the category in face of stiff competition from similar products.

Research has always shown hair loss to be the primary problem of hair. However a lot of hair loss can be attributed to hair falling off after being weakened during brushing tangled hair. A greater dimension for Livon to address thus came to light.

 
 
The first TVC is called Radhikaaa... Ordeal and there is a deliberate effort to address the younger audience – the college going teenage girls, who are lot more conscious about their hair, appearance well being. The TVC sees Radhika – who is the young college going protagonist of the film facing embarrassment on daily basis, as her every act of carelessness is easily caught by her family members as there is always a “Radhika ka baal”, around as an evidence of her act of carelessness. However, once she uses Livon, the problem is solved.

Mudra adds that the TVC puts forth the message that hair loss – specifically due to combing on wet hair leads not only to the visible immediate breakage, but also to the weakening of strands and thereby to ‘invisible’ regular hair fall.

 
The second TVC is called The Clump Story.The concept for the TVC revolved around the word emotion. The ad adopts a sensitive approach that triggered the audience to look at hair loss as loss of something close and personal. Only then, can the target audience would be able to think about caring about those ‘few’ hair strands that are lost on a daily basis.

The TG for this commercial was primarily housewives (25+) but in a way it was not age specific but mindset specific says Mudra. Its aimed to shake the “taken for granted approach” – the general apathy towards the hair lost due to breakage while combing the wet- tangled hair.