Mumbai: Godrej Expert Rich Crème, a flagship brand of Godrej Consumer Products Ltd (GCPL), maintains a significant presence in the hair colouring domain, providing consumers with a blend of affordability and exceptional quality. The Indian hair colour industry is valued at approximately Rs 5,000 crore. With a legacy rooted in trust and excellence, Godrej Expert Rich Crème elegantly redefines the benchmarks for hair colouring, effortlessly combining style with authentic care.
Godrej Expert Rich Crème has launched its latest TV commercial conceptualised by Lightbox, the in-house creative studio of GCPL.
Sharing his thoughts around the campaign, Godrej Consumer Products Ltd (GCPL) general manager - brand equity – hair colours Prakhar Sharma said, “Hair colour is a high stakes category, and individuals tend to place a considerable importance on it. To ensure, they make the right choice, consumers rely excessively on the advice of their closest friends. This is much truer amongst consumers between 25-35 age brackets, on which we want to focus on. Through this campaign, our goal is to reaffirm Godrej Expert Rich Crème's position as a brand that cares for their hair, the way their closest friends care for them.
The film shows two best friends, where one of them takes off on the other for making poor hair colour choices. But this same friend also sticks around and helps fix it by colouring her hair herself using Godrej Expert Rich Crème, which makes hair feel moisturised and not dry.
LightBox, Godrej Consumer Products Ltd (GCPL) lead creative strategist Shalini Avadhani - commented on the creative aspect of the TVC, “We’ve often seen best friends travelling, partying, and having a great time in ads. But rarely have we seen them being brutally honest with each other, the way only real friends can be. Underneath this raw honesty, lies warmth and genuine care. Godrej Expert Rich Crème new campaign reflects this authenticity.”