Godrej Expert Rich Crème unveils ‘Baalon ka Best Friend’ campaign

financialexpress.com:

Godrej Expert Rich Crème maintains a significant presence in the hair colouring domain, providing consumers with a blend of affordability and quality. Godrej Expert Rich Crème has launched its TV commercial conceptualised by Lightbox, the in-house creative studio of GCPL.

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 redefines the benchmarks for hair colouring, combining style with authentic care.
 
“Hair colour is a high-stakes category, and individuals tend to place 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 the 25-35 age brackets, on which we want to focus. 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,” Prakhar Sharma, general manager- brand equity– Hair Colours, Godrej Consumer Products (GCPL), said.

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.

“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’s new campaign reflects this authenticity,” Shalini Avadhani, lead creative strategist- LightBox, Godrej Consumer Products Ltd