MAM

Mudra launches TVCs on Livon

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.

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/08/06/gemunu_1.jpg?itok=sW4zB71T
Gemini Sunflower Oil's at-home Ganesh Chaturthi campaign

MUMBAI: With festive season coming up, people are gearing up to celebrate the Ganpati Chaturthi, for the first time, in the era of the COVID2019. While pandemic threatens to be a dampener on the celebrations, Gemini® Sunflower Oil is looking to keep the festive spirit alive through its ‘Iss Saal...

MAM Media and Advertising Ad Campaigns
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/08/06/nestlr.jpg?itok=ViEziAbC
Nestlé’s new campaign aims to brew energy and positivity

NEW DELHI: Nestlè India's coffee brand NESCAFÉ has come up with a new campaign called, ‘Karne se hee hona hai,’ for the coffee lovers across the country. The existing environment, with its uncertainties, has shown that life is full of opportunities and surprises for those who wish to find them....

MAM Media and Advertising Ad Campaigns
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/08/06/bhavesh.jpg?itok=ERbjUaGB
Paytm appoints Bhavesh Gupta as SVP & CEO of lending business

NEW DELHI: India's homegrown financial services platform Paytm today announced the appointment of Bhavesh Gupta, as chief executive officer of the company's lending business. Gupta will develop and expand Paytm's lending services to strengthen the company’s vision of financial inclusion for 500...

MAM Media and Advertising People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/08/06/karan.jpg?itok=DYqLQ_PG
MediaMonks India hires Karan Amin as creative director

NEW DELHI: MediaMonks, the content practice of S4Capital plc (SFOR.L), has hired Karan Amin as creative director, India. Operating from MediaMonks’ Delhi office, his role will be critical in guiding and transitioning brands’ digital journey. 

MAM Media and Advertising People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/08/06/anupam_bokey_5.jpg?itok=-1dcSUWT
Allied Blenders & Distillers appoints Anupam Bokey as CMO

NEW DELHI: Allied Blenders & Distillers (ABD) has appointed Anupam Bokey as the new chief marketing officer (CMO). Bikram Basu, who was COO of the company has resigned after five and a half years.   Bokey will be responsible for leading marketing strategy and brand growth. Prior to this, he was...

MAM Media and Advertising People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/08/06/brands-onam.jpg?itok=eESGl6ZL
Brands need to motivate consumers to buy during Onam

MUMBAI: As Kerala preps itself for Onam celebrations, brands are trying to recoup some of the profits that had been forsaken because of pandemic. 

MAM Marketing Brands
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/08/06/virtual_conclave.jpg?itok=8hx4sb8C
Market sentiments, ad volumes to go up with Onam

NEW DELHI:  Indiantelevision.com’s marquee virtual conclave exploring the scope of growth in Kerala ad market during the upcoming festive season, starting Onam, “The Comeback of Kerala: Onam Returns” wrapped up Wednesday noon with an impressive lineup of speakers sharing their deep insights into...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/08/05/gemini.jpg?itok=K8uoAtLo
Gemini® Sunflower Oil launches #MaskBanaoMovement encouraging consumers to create and contribute homemade masks for the community

As India navigates the COVID-19 pandemic and with the economy opening up, local citizens wearing masks has become an essential part of their daily lives. Gemini® Sunflower Oil, the flagship brand of Cargill’s oils business in India and Maharashtra’s leading cooking oil brand has launched #...

MAM Media and Advertising Ad Campaigns
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/08/05/harsh.jpg?itok=YFCGuOKV
Capital India Finance Limited appoints Dr Harsh Kumar Bhanwala as Executive Chairman

NEW DELHI: Capital India Finance Limited, today announced the appointment of Dr Harsh Kumar Bhanwala, an Industry Veteran and former Chairman – NABARD, as the Executive Chairman, to the board with effect from August 6, 2020.

MAM Media and Advertising People

Sign up for our Newsletter

subscribe for latest stories

* indicates required