Keo Karpin Hair Oil, the flagship brand of Kolkata-based Dey’s Medical, is undergoing a facelift to keep pace with the changing times. Apart from a new packaging, the brand has recently launched a new advertising campaign with the tagline ‘Jiyo ek nayi zindagi’ that is rooted in the aspirations of the contemporary Indian youth.
“The younger consumer today is embracing fame and fortune quicker than ever before, which is obviously fuelled by a burgeoning economy — something that is abundantly reflected in the game shows and reality shows on television. It is this insight that we have tapped while concepualising the latest Keo Karpin TVC,” said Amitava Sinha, Executive Vice President, Rediffusion DY&R, Kolkata, the agency behind the new campaign.
The storyline of the new Keo Karpin TVC revolves around the interaction between two sisters. With the help of her younger sibling, the protagonist is able to eschew the beaten path of settling down with a suitable boy and instead, make a mark in a reality talent competition. Interspersed with warm slice-of-life situations that capture the trials and tribulations of preparing for talent hunt contests, the TVC ends on the euphoria of the two sisters at having made it successfully to the contests. A fresh face that could well be ‘the girl-next-door’ as the protagonist, and the palpable enthusiasm of a supportive and disarming younger sister, are bound to appeal to the younger audience.
According to agency sources, “The new advertising campaign and the tagline ‘Jiyo ek nayi zindagi’ captures the story of the brand as well. Keo Karpin is truly a pan-Indian brand that is the harbinger of style for women across demographics. Where a blend of substance and form is required for victory, Keo Karpin adds the winning layer of flair that gives its users the confidence to fulfill their dreams.”
The TVC, which is currently on air, has been produced by Red Ice Films and directed by Soojit Sarkar.