NEW DELHI :
Godrej Consumer Products Ltd (GCPL) on Tuesday announced that it has appointed actor Anushka Sharma as the new face of its hair colour brand Godrej Expert Rich Crème. The move is in line with making the brand more contemporary and relevant among young consumers. The company also launched a multi-media campaign with Sharma which will be promoted across television, digital and social media highlighting the ease of using the product at home.
“Godrej Expert Rich Crème has been an expert of accessible hair transformation. It is a revolutionary offering that has established a strong foothold across Indian households over the years. We are thrilled to partner with the country’s leading superstar Anushka Sharma to chart our future growth road map. This strategic association will enable us to penetrate the younger target groups for crème hair colour while enhancing the loyalty of existing users. Thereby, reiterating dominance of Godrej Expert Rich Crème in the category," said Sunil Kataria chief executive - India and SAARC, Godrej Consumer Products Limited in a statement.
As part of this association, the brand has released a new TVC with Anushka featuring the new Godrej Expert Rich Crème hair colour with 10X more aloe vera. This new offering comes in five colours.
Conceptualized by advertising agency Creativeland Asia, the television commercial highlights how one can shed their inhibitions to colour their hair and step out with confidence as Godrej Expert Rich Crème ensures rich colour backed by a formula enriched with the goodness of aloe vera making hair soft and shiny.
Anu Joseph, chief creative officer, Creativeland Asia, said, “Godrej Expert is an iconic brand that has pretty much taught Indians to colour their hair with the care it deserves. With the new breakthrough of 10x aloe vera, the care goes up several notches higher putting all hair colour worries to rest while delivering gorgeous colour. In the TVC, we have Anushka Sharma asking her friend to colour her hair with the reassurance of a colour that cares like a friend would."
Godrej Expert Rich Crème competes with L'Oréal hair colours including its sub brand Garnier which is also endorsed by actors such as Aishwarya Rai Bachchan.