With its ‘300 per cent more Vitamin E’ proposition, Bajaj Almond Drop has attempted to reposition itself in the light hair oil category. It has launched a new TVC that has been conceptualised and created by Draft FCB-Ulka, and features Bollywood actress Urvashi Sharma.
The film shows Sharma in different hairstyles that change with changing seasons. The jingle ‘Bajaj Almond Drops se baalon ka kuchh kuchh karein’ has a catchy tune and is an extension of the original jingle from the previous commercial on the brand.
On the thought process, Nitin Karkare, COO, Draft FCB Ulka, said, “We were looking at capturing a younger audience for the brand – the ones who tend to be more experimental with their hair, whether it is colouring, styling, etc. The endorsement by a vivacious Urvashi has added freshness to the brand. The film is very fashionable, to appeal to the youth.”
The film has been directed by Subodh Poddar of Nebula Films. Explained Poddar, “The insight was that young women liked to be fashionable and tried different styles with their hair, be it ironing, curling or colouring. And Bajaj Almond Drops hair oil lets you play with your hair as it nourishes them and prevents against damage.”
The promotion activities begin with TVC, followed by in-store promotion. The TVC will stay on-air for a year.