Bajaj ropes in cricketer Ravindra Jadeja to promote its Cool Almond Drops Hair Oil

Sar ko rakhe cool, chipchip jao bhul, says the cricketer promoting the brand’s new campaign

e4m by exchange4media Staff
Updated: Apr 2, 2019 4:38 PM

Bajaj Consumer Care Ltd. (formerly known as Bajaj Corp Ltd.) has launched a new hair oil in the cooling oils segment, Bajaj Cool Almond Drops Hair Oil. Bajaj Cool Almond Drops Hair Oil provides the benefits of a cooling oil without the hassles and problems of stickiness. 

Bajaj Consumer Care has lined up a high impact integrated marketing campaign to support the launch of the product. The new TVC, conceptualized by Mullen Lintas, features renowned cricketer Ravindra Jadeja focusing on the new product as a one of its kind cool oil that does not leave your hair feeling sticky.

The TVC showcases how despite the opponent team’s constant sledging, Ravindra Jadeja is keeping his calm. Jadeja goes on to explain how the new Bajaj Cool Almond Drops Hair Oil has helped him keep cool on a hot sunny day and under extreme pressure. It further highlights the properties of the new hair oil, which keeps one cool in the hot summer without any discomfort of stickiness.

The TVC summarizes this benefit with the tagline – “Sar ko rakhe cool, chipchip jao bhul”.

Along with the TVC, the brand will also integrate digital, press and on-ground activities into its campaign. The social media campaign is an impactful mix of posts, videos and new formats like boomerangs, carousels and filters. The brand will also leverage Ravindra Jadeja’s popularity on social media with his own posts on the brand. Similarly, on press and on ground, the brand will focus on innovative and contextual messaging.

Commenting on the association, Ravindra Jadeja says, “I am really excited to be associated with Bajaj Cool Almond Drops hair oil. It is a non-sticky cooling hair oil for summers and for someone like me, who has to keep his cool during intense moments and deal with demanding situations, the connection with the brand was spot on.”

Commenting on the launch, Sandeep Verma, President Sales & Marketing of Bajaj Consumer Care said, “Bajaj Cool Almond Drops Hair Oil is the ideal hair oil for the approaching hot summers. There are other cooling oils in the market too, but we found that there is a genuine consumer need gap for a cooling oil which is non-sticky and light. Being the pioneers in the light hair oil segment, we decided to take up this challenge and provide the consumer with a product that provides the benefits of a cooling oil without the hassles and problems of stickiness . We are glad to collaborate with Ravindra Jadeja for this campaign. He is the ideal brand ambassador since he has always kept his cool under high pressure situations.”

 Sharing their insight on the TVC, Priya Balan, Senior Vice President and Branch Head from Mullen Lintas, says, “The campaign is based on a simple product truth that most cooling oils give you cooling but may make your hair look sticky and “chipku”. Unlike Bajaj Cool Almond drops hair oil that is a light cooling oil, and not only helps you keep cool, but also look cool. It was wonderful collaborating with Ravindra Jadeja as our brand ambassador, who we believe is a perfect fit for the brand philosophy”.

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