Ranveer Singh urges consumers to up their hair game in new Set Wet commercial

Set Wet Gels has launched a new campaign, ‘Sirf Bal Banao mat, Bal style karo’

e4m by exchange4media Staff
Updated: Sep 23, 2017 7:39 AM

Marico’s male grooming brand, Set Wet Gels, has launched a new campaign ‘Sirf Bal Banao mat, Bal style karo’, urging consumers to embrace hair gels for styling their hair and move away from the regular and dated hair grooming techniques.

The brand’s new communication aims to establish the insufficiency of regular styling techniques and why it is essential to switch to gels to make that lasting impression, and uplift their hair game. The campaign is launched through a TVC with Set Wet’s brand ambassador Ranveer Singh in his inimitable style, trying the regular methods of styling like application of water and sleek combing to garner attention from women. However, when everything fails, he switches to Set Wet gel to transform his look. This new avatar helps him create a notable impression, catching the attention of the female protagonist. The ad film concludes with a message – “Sirf bal banane se impression nahi banta, bal style karke dekho”.

Speaking about the launch of the campaign, Anuradha Aggarwal, Chief Marketing Officer, Marico Limited, said, “Young men in India are becoming increasingly fashion forward and looking at ways to transform their looks, so as to stand out. Set Wet wants to help these men make an impression. The new campaign establishes the inadequacy of regular styling techniques and encourages consumers to transform their look with Set Wet hair gels.”  Set Wet further aims to leverage its campaign on the digital platform followed by various on-ground college activations across key Hindi speaking markets.

Pallavi Chakravarti, Executive Creative Director, Taproot Dentsu, added, “A significant part of our TG believes that running a comb through hair or patting hair down with water is sufficient to make an impression. Our idea was to underline the difference between "baal banaana" and "baal style karna", thereby making a strong case for gels. And of course, most importantly, to do this in the most un-boring way possible, keeping the Sada Sexy Raho tone of voice going.”


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