By 121 News
Chandigarh 19th May:- Emami Ltd. kicks off its latest TVC Campaign 'Girna' for its Emami 7 Oils in One damage control hair oil. Produced by none other than the renowned Film Producer & Director, Rajkumar Hirani,the film offers a hilarious miscellany of 'girna' (falling) in everyday life. The objective of the TVC is to create an impression in the consumer psyche with the juxtaposition of various funny situations cutting across the socio-cultural demography of the target audience which leads the viewer to the functional benefits of the product.
Emami 7 Oils in One was launched in April 2014 with the unique proposition of 'hair damage repair' which was found very relevant to women across India. In the second year, the idea is to strengthen this route by focusing on the most important facet of hair damage i.e. hairfall. Hairfall continues to be the biggest problem that women face today and are always in search for a solution to tackle the ever growing problem. Backed by research and tests conducted in international Labs/Institutes, Emami 7 Oils in One aims to be the ultimate answer to hair fall woes.
The idea was to entertain the viewers by presenting a smorgasbord of funny situations which involve 'falling' in some way or the other. The idea was to tease the audience and keep them guessing about the final messaging. The product benefit part thus has been kept at the very end.
The brief was to talk about reducing hair fall (girna) by 96%. Hence it was important to highlight this aspect in the film, in a non-formulaic way. To convey the point with humour, a montage of women facing embarrassment with physical falls in different everyday situations of life was created. The main statement being- the brand cannot stop a person from falling, but it can definitely minimize hair from falling.
Ms. Priti A. Sureka, Director, Emami Limited said that the TVC has been created to bring out the product benefits in an unconventional way. Light hair oil is a cluttered Rs. 2,000 crore category buzzing with many players. It is important to generate a top-of the-mind recall and a differentiated TVC offering is as important as the product benefits. Keeping this in mind, the TVC has been created to engage the viewers in situations which they can easily relate to. At the same time, it brings out the hairfall-arrestation properties of Emami 7 Oils in One in a muted and yet persuasive way. This TVC also strengthens our abiding association with Rajkumar Hirani, who has been the man behind many popular Emami ad campaigns.
Sharing his thoughts, Rajkumar Hirani, Producer of the TVC said that it is always a pleasure to work with Emami because they give us a free hand to develop and execute the creative, but due to this implicit trust- it thus becomes our responsibility to make sure we give them something unique and unusual.
Karan Narvekar, Director of the film said that the concept of linking actual falls to hair fall was something unique, hence the approach of making this commercial also had to be unique, we had to be as real as possible with the falls and that was the challenge. Making of this commercial was a great experience. We had a great team with Raju sir at our disposal for any help, guidance, advice etc. Besides being a producer on this project he contributed a lot on the creative. Canvas Films team made the making of this ad- film very smooth.
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