ITC has expanded the product portfolio of its brand Vivel with the launch of shampoos. Law & Kenneth has been entrusted with the advertising for Vivel shampoo. The thrust of the launch communication is on familiarising consumers about the benefits of its active ingredient, Active Pro-K.
Confirming the development, Anil Nair, President, Law & Kenneth, said, “Law & Kenneth is proud to partner with ITC to launch yet another contemporary and innovative range of product under the Vivel brand. Vivel shampoos are the result of years of meticulous planning and research, and we are confident that the quality conscious Indian consumer will readily accept the offerings. In the coming days you will see a high decibel communication blitz to support the brand launch.”
Nair added that Vivel shampoos would be looking at grabbing a share of the mass market from big volume brands like Sunsilk, Clinic, Rejoice and Dabur Vatika. “Therefore, traditional mass media will have an important role to play in creating top of mind awareness of the brand and in communicating the benefits of its active ingredient,” he said.
Vivel shampoos, enriched with a unique Active Pro-K complex, provide the three benefits – nourishment, protection and hydration. Backed by consumer insight, this novel value proposition is a result of four years of extensive research and product development at the ITC R&D Centre. The convergence of these benefits provides the ever discerning consumer wholesome care for her hair and makes her look beautiful. This belief is encapsulated in the Vivel tagline, ‘Khoobsurti Bas Mein, Duniya Kadmon Mein’, asking the woman of today to be in control over her world.
Popular actress in the South, Trisha, has been signed on as brand ambassador for the Vivel shampoo range. A TVC encapsulating the three key benfits of Vivel shampoos recently broke in major channels.
The Vivel range of shampoos have three variants – Shine & Glow, Soft & Fresh and Volume & Bounce – which are available in 200 ml and 100 ml bottles as also single application satchet packs. The fragrances for Vivel products have been developed by leading international fragrance houses. The soft vignette design and the unique braid design behind the brand logo are a reflection of the brand philosophy of delivering multiple, relevant and powerful benefits in each product.