2009 Winners & Shortlists

The Campaign

Most shampoo brands in the market have dealt with hair-fall, yet somehow, most had a similar approach focused on Before & After models, Big percentage claims & Great hairshots. Our challenge was to figure out how to make our communication stand out among the clutter while connecting with our young primary audience. Stemming from an insight that people who suffer from hair-fall feel genuinely sorry & concerned about their falling hair, we decided to create a tragic hair-fall experience. The result: people who saw this film have been telling us they will never see their falling hairs in the same way, ever again.

Success of the Campaign

When tested in researches, consumers found the ad very interactive and humane. They understood the hair transformation to a character and the various painful situations the hair goes through when it falls. They also sympathized with the falling hair and felt guilty that they are letting their hair go through this. They were happy that Pert Plus would save the agony their hair from this massacre. Thus the creative concept and the functional benefit of the variant were clear to all the respondents.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

The campaign included (i) TV (ii) Website (iii) Internet Banners (iv) Cinema Branding (v) bathroom advertising and (vi) Cinema. The channel mix is summarized below.