Bajaj Almond Drops has signed Parineeti Chopra as brand ambassador for its upcoming campaign.
The brand, through its core insight of “Light is Strong”, is trying to break the myth that only heavy sticky hair oils are nourishing for hair, by presenting the Almond Drops Hair oil which despite being a light non-sticky hair oil, still has extra Vitamin E and hence helps in making your hair stronger.
The creative, titled “LOAD MAT LO” has made a clever play on the life observation that people take a lot of “load” on very small issues, including using heavy sticky oil on hair.
In the new TV spot, Chopra urges people to experience the light and non-sticky hair oil without having to put up with the load of “bhaari, chip-chipa” oils which only end up feeling uncomfortable.
The brand is excited to sign on the actress as her personality of an energetic, high performance actress resonates truly well with the brand’s values of confidence and superior performance when it comes to hair care.
Chopra said, "I love my hair because it is a key aspect of my personality. But as an actress my hair is exposed to excessive heat and dryness due to regular styling, blow drying etc. So, to get nourishment for my hair and make them strong, I rely upon Bajaj Almond drops hair oil. It has Almond oil & Vitamin E and its light and non-sticky texture is perfect for me”
About launching the campaign even during the demonetisation phase, Sandeep Verma – President, S&M at Bajaj Corp, says “We believe that this cash crunch led slowdown is temporary and instead of waiting for it to pass, we will continue to strongly invest behind our brands to drive off takes harder and deliver long term benefits for the brand. Also, being the industry leader on light hair oils, it is our prime duty to keep the momentum going for the category and ensure greater benefits for the brand when the cash situation eases in a few weeks from now.”