ASIA-PACIFIC – MUMBAI, INDIA, MAY 2011 – A new spot for P&G’s Wella Kolestin hair color plays with women’s need for variety and attention. This is true even for long-time couples, even the jodi (pair) of John Abraham and Bipasha Basu.
The TVC by Leo Burnett, Mumbai leverages on the want to be noticeably different and the change a little color can bring. The agency looked to the network’s HumanKind approach. “Our all out endeavor was to find a human purpose for Wella Kolestint,” said Gaurav Lalwani, regional account director. “Post a lot of deliberations, we zeroed in on one single fact that women want the power to get noticed and appreciated over the years. A single compliment, years into a relationship, makes them smile for days.”
Nitesh Tiwari, executive creative director, agreed: “Every time my wife asks me, “Notice anything new about me?” I always felt like a deer caught in the headlights! This real life incident was an apt trigger for me to create the Wella Kolestint film."
“This idea takes the core of the Wella Kolestint brand; making an impact on others through your rich hair color, and cleverly links it to a highly relevant insight about women not getting noticed by the person that matters to them most. It’s the combination of these two elements that makes the idea so powerful”, commented Surpiya Singh, associate marketing director, Hair Color for the Asian market, Procter & Gamble.
“John and Bipasha’s electric chemistry every time lights up the screen. There interaction is natural and effortless. They are both wonderful human beings, and thorough professionals, so it was simply amazing to shoot the campaign with them”, said Sunhil Sippy, director of the film.
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