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Keo Karpin woos younger consumers with the promise of keeping them ‘hamesha ready’

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Keo Karpin woos younger consumers with the promise of keeping them ‘hamesha ready’

Dey’s Medical, the Kolkata-based pharmaceutical and consumer products company, recently launched a new TVC for its flagship hair oil brand – Keo Karpin – starring Gauri Pradhan of ‘Kyonki Saas Bhi Kabhi Bahu Thi’ fame.

Keo Karpin, a fifty-year old brand, is a pioneer in the light hair oil category. The pleasantly perfumed hair oil has its main market in the Hindi belt and also has significant presence in eastern and western India.

Recently, in keeping with the current craze for everything herbal, Keo Karpin, too, was fortified with two new ingredients – olive oil and Vitamin E.

The challenge before Rediffusion Kolkata, the agency handling the brand for the last two years, was to strike a balance between the two main consumer concerns – nourishment and styling. The other task was to make the brand relevant among a new generation of users without alienating the relatively older core franchise.

Said Alok Mukherjee, General Manager-Marketing, Dey’s Medical, “Our objective was to communicate that Keo Karpin fits the lifestyle of the women of today, who need to go out and even go to work. With Keo Karpin, they can have smart good-looking hair all the time while the do-good part is taken care of by the olive oil and Vitamin E.”

The strapline ‘Hamesha Ready’ seeks to capture this major benefit of ‘all day wearability’ for the multi-tasking woman of today. In the TVC, the Keo Karpin woman comes through as always up to facing various situations in the course of her day, be it at home, at work or socially. There is of course the appreciation from the husband built in at the end for wider appeal.

“The creative treatment drew from the reflection insight – that women often tend to make mirrors out of every reflective surface, be it a car window, a laptop screen or a cinema hall counter,” explained Shivaji Dasgupta, Client Services Director, Rediffusion Kolkata.

Thus, the TVC shows a confident Gauri Pradhan patting her hair and saying ‘Ready’ as she checks her reflection in a variety of improvised mirrors in different situations.

The 20-second TVC, which has gone on air since July 29, has been produced by Stratum Films of Mumbai. The director is Haroun Mirza, with Ravi K Chandran as director of photography.


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