FMCG major HLL has come up with a new variant of its existent hair care product Clinic All Clear, named Clinic All Clear Total. Spokesperson of the company said the brand is being re-launched as Clinic All Clear Total. Film star Shahid Kapoor and ace drummer Shivamani will feature in the latest ad, developed by Lowe, that will hit the media soon.
Sharing more details on the latest ad, the spokesperson says, “Clinic All Clear has stood for youth values like confidence, dynamism and fun with a take on dandruff which is less clinical and more approachable. The positioning of Clinic All Clear Total through this particular ad is of a brand that provides a complete solution to dandruff plus it extends to the fun antennae by giving one shining and healthy hair. Hair which is an asset for all occasions, Hair which boosts one’s confidence. In a way this dual proposition resonates well with youth.”
The tagline of the campaign is ‘Dandruff...whats that?’ This communicates the fact that Clinic All Clear Total now gives you great looking hair in addition to removing dandruff. The ad film featuring a fun-filled interaction between Shahid and Sivamani, was conceived to communicate this positioning. The reason for using Shahid was to build on the ‘great looking hair’ cues while also associating with a popular youth icon who reflects the right brand values, the spokesperson said, adding that it is a contemporary and stylish ad with attitude which connects with the youth.