Iss Cricket World Cup Mei Tension Se Baal Safed? Godrej Expert Rich Crème Hair Colour Thinks Otherwise

11 June 2019

Cricket World Cup 2019, the biggest global cricketing event, is finally here. Cricket-crazy people in India are all set to take the world cup fever to another level with hopes from team India winning the global recognition once again. With this frenzy, comes the palpable tension as India gears up to face the strongest teams of the tournament. Building on this realistic insight, Godrej Expert Rich Crème Hair Colour from Godrej Consumer Products Ltd, unveiled two interesting digital films with a fun take on the stress levels of high voltage cricket matches and the problem of greying hair. The brand aims to build awareness of the crème hair colour range with contextual messaging through these films. 

Conceptualized by Creativeland Asia and Godrej Expert brands’ team, Godrej Expert Rich Crème Hair Colour digital films are quirky and dwells on the popular saying ‘stress will make your hair turn grey’. The digital films feature a couple and group of friends watching India’s face off with the strongest cricket teams. They all are completely engrossed in the matches and look extremely tensed. As the match progresses, the tension mounts with each passing moment. We see a close-up of their faces, and strands of their hair begin to turn grey. Suddenly, there is a voice-over, (almost like the voice of God) saying, Tension se baal safed?” to which the people nod sheepishly and Godrej Expert Rich Crème Hair Colour pack appear on the screen, colours their hair shiny black with a swift upward swipe. Starting this June, Godrej Expert Rich Crème Hair Colour will stream the digital films on multiple platforms throughout the world cup season. 

Commenting on the new digital films,Mr. Sunil Kataria, CEO - India and SAARC, Godrej Consumer Products Ltd, said, “Cricket is the most sought after sport in India. Global cricketing tournaments like the world cup always score high in terms of viewership and engagement. Be it on television or digital platforms, viewers of cricket are everywhere and Godrej Expert Rich Crème has found an interesting and contextual way to link this cricket fever to its hair colours. We have conceptualized these films specially catering to people on digital and OTT platforms. Through contextual films, we aim to increase category penetration by driving relevance for crème based hair colour.” 

Speaking on the new digital films, Mr. Anu Joseph, Chief Creative Officer, Creativeland Asia Group, said, “The intent was to leverage the massive reach that OTT platforms get in a mega event like the cricket world cup. The brief given to us was to find a fun and light hearted way to link an otherwise fairly serious category of hair colours to cricket. The creative route cashes in on popular belief that tension leads to grey hair. We have tried to keep the route very quirky and build brand salience.” 

Unlike other crème hair colours that contain ammonia, Godrej Expert Rich Crème Hair Colour has milder colouring ingredients. It contains an aloe vera and milk protein formula that condition your hair while colouring. Godrej Expert Rich Crème Hair Colour currently have five beautiful shades available. They are Natural Black, Black Brown, Dark Brown, Natural Brown and Burgundy. 

Link to the digital film 1: https://youtu.be/1KsczhQF5s4

Link to the digital film 2: https://youtu.be/NPe9amgYUOA 


About Godrej Consumer Products Ltd:

Godrej Consumer Products is a leading emerging markets company. As part of the 120-year young Godrej Group, we are fortunate to have a proud legacy built on the strong values of trust, integrity and respect for others. At the same time, we are growing fast and have exciting, ambitious aspirations.

Today, our group enjoys the patronage of 1.1 billion consumers globally, across different businesses. In line with our 3 by 3 approach to international expansion at Godrej Consumer Products, we are building a presence in 3 emerging markets (Asia, Africa, Latin America) across 3 categories (home care, personal wash, hair care). We rank among the largest household insecticide and hair care players in emerging markets. In household insecticides, we are the leader in India, the second largest player in Indonesia and are expanding our footprint in Africa. We are the leader in serving the hair care needs of women of African descent, the number one player in hair colour in India and Sub-Saharan Africa, and among the leading players in Latin America. We rank number two in soaps in India and are the number one player in air fresheners and wet tissues in Indonesia.

But for us, it is very important that besides our strong financial performance and innovative, much-loved products, we remain a good company. Approximately 23 per cent of the promoter holding in the Godrej Group is held in trusts that invest in the environment, health and education. We are also bringing together our passion and purpose to make a difference through our 'Good & Green' approach to create a more inclusive and greener India.

At the heart of all of this, is our talented team. We take much pride in fostering an inspiring workplace, with an agile and high performance culture. We are also deeply committed to recognising and valuing diversity across our teams.