Male consumers’ heightened image consciousness is fuelling the growth in men’s grooming market in the country, which is estimated to be growing at more than 20 per cent.
Cashing in on this growth, Marico has forayed into the male hair grooming category with the launch of ‘Parachute After Shower Hair Cream’ for men and has signed on Yuvraj Singh as Brand Ambassador. The cricketer will star in the brand’s new commercial.
After Shower hair cream marks Parachute’s foray into premium hair care products for men. It is targeted at the young urban male in India, who wants to style his hair daily.
Saugata Gupta, Marketing Head, Marico, said, “This is a unique product and delivers on styling. The After Shower Hair Cream was launched in Mumbai in March 2005 as a prototype and within two months of its launch in Mumbai, it has grabbed an impressive 28 per cent market share, which it has sustained.”
“To drive the brand message we have signed on Yuvraj Singh, who brings in a refreshing change. He is a complete fit with the brand; he is young, stylish, dashing and flamboyant,” added Gupta.
The commercial featuring the cricketer is slated to hit the tube by August 26. The ad has been shot by Atul Kasbekar and created by Ambience Publicis. The production house for the same is Prahlad Kakkar’s Genesis.
The central theme for the ad is ‘Style on… everyday”, and apart from TV, this brand will be advertised across other media, including outdoor, cinema and radio.
Elaborating on the brief and objective for the commercial, Pushpinder Singh, National Creative Director, Ambience Publicis, said, “The aim here is to make young men who are presently not in the fold of hair cream using water and oil to keep their hair straight, start using the After Shower Cream. In other words, the exercise was to expand the market. Yuvraj stands some value; his imagery will have a certain rub off on the brand. The campaign is high on style and on content.”
The duration of the commercial is 20 seconds and was shot in 24 hours. It will be reviewed based on its performance.