Kareena Kapoor gets a new hairdo courtesy BBLUNT
Amit Bapna, ET Brand Equity, 22 August 2016
BBLUNT, that has claimed to be the 'hottest salon in a bottle', has got Kareena Kapoor-Khan as its face for the newly launched at-home hair colour range 'Salon Secret'. The TVC for the maiden brand campaign with the Bollywood star has been made by the agency Creativeland Asia.
Godrej Consumer Products Limited (GCPL) had bought a stake in the destination hair salon BBLUNT in 2013, and with roll-out it hopes to occupy a lion's share in the INR 3000 crore hair-colour category. The new product according to Sunil Kataria, business head, India & SAARC, GCPL is their entry into the mass-premium hair colour category which is growing at a robust pace. The hair-colour range is said to have been in the research stage for more than two years with a special focus on the Indian hair texture, skin tone and weather.
As per Adhuna Bhabani, Founder and creative Director, BBLUNT, 'Indian hair is different and we can't stress this enough. If there is one thing we understand and work best with, it's Indian hair." While its flagship hair colour brand Godrej Expert has given it a supremacy in the volume-segment over the years, in the value segment GCPL so far has had a gap. With this launch, the FMCG giant could well give the value-leader Garnier Color Natural, a run for its money, shares a category-expert.
Speaking exclusively to Brand Equity during the campaign-shoot about what got her excited about this endorsement, Kareena Kapoor-Khan said, the salon brand is known for its very contemporary edgy styling and a vibe that is very modern and today. She, herself, is a self-professed user of the BBLUNT brand over the years. About the TV film, Sajan Raj Kurup, founder and creative chairman of Creativeland Asia shares, "By and large, all hair care brands have a clinical sexy Parisian vibe. We will not dis that but at the same time, we wanted to bring in a certain amount of character." It has a certain offbeatness to it and that's the soul of the brand: not perfection but imperfection, adds Kurup.
In the brand's overall marketing mix, digital is going to be playing a big role as a key tool to educate users about the product usage and its benefits, as well by deploying bloggers and social influencers. Explains Harshil Karia, managing director, Schbang, the digital and social agency for the brand, "Since it is a category breakthrough lots of consumers will have questions, and the teams have worked hard to ensure that there's enough material about the same available to consumers on social, search and via opinion leaders and influencers in the beauty category."
Cutting through the clutter is the key to the game as thousands of products fighting to be heard either on-shelf or on-pack nomenclature, TV advertising or social media campaigns. As per Tom Dawes, creative and digital director, BBLUNT-GCPL, in such a scenario great storytelling is crucial to connecting with the consumers, something he is closely involved with - since his role is to ensure that the communication with the consumer is as engaging as possible. He is hoping that this new launch will have all the ingredients right.