Vicco revamps its brand image with Alia Bhatt as brand ambassador

Triton Communication has executed a campaign with an aim to appeal to millennial consumers and existing brand loyalists alike

e4m by Noel Dsouza
Published: Feb 21, 2020 8:26 AM  | 4 min read
Alia Bhatt for Vicco Vajradanti

Homegrown brand Vicco has a plethora of products in its portfolio. From herbal toothpowder to sandalwood oil-based skin creams. Now, in a bid to renew its brand image, Vicco last month has signed on Alia Bhatt as its brand ambassador. Bhatt is also considered a strong voice of the millennial consumer and the move is aimed at helping the brand connect with a younger target audience.

Herbal products are gaining momentum with Patanjali and Dabur at the forefront. Vicco, whose brand value stands for being natural will help the new Vicco toothpaste product do well in the market. The brand has even showcased its natural aspect with a print ad ‘Trusted Ayurveda’ showcasing all its products.

Bhatt has a successful track record of films that have delivered stupendous results at the box office and garnered favourable reviews from critics makes her a frontrunner in multiple categories of brands with FMCG being no exception. Alia will be representing the brand’s headliner product, Vicco Vajradanti and its variants, a trusted name in the personal care category. The brand has been a heavy advertiser over cinema screens reaching captive audiences. Now with Alia on board, there will be a tectonic shift in their communication and media strategies. Vicco Vajradanti will now be seen across media spectra.

Sanjeev Pendharkar, Director, Vicco, shared why Bhatt is a good fit to spread the brand’s message said, “Vicco Vajradanti has been a household name since 1952. It has a large base of loyal users. The marketing task was to appeal to the younger generation - the millennials, and also make a pure Ayurvedic paste a part of their daily regime hence helping them with good oral health. And who better than Alia as a brand ambassador to do this?”.

The major shift in communication for Vicco will be the insertion of digital in their media plan and Bhatt will be seen in multiple short-format videos and content from Vicco’s stable that fits the digital space.

Jyotsna Parikh, Creative Head, Triton Communications, speaking about the insight and brief of the campaign remarked, “Triton Communications was entrusted with the task of rejuvenating the brand Vicco Vajradanti in keeping with the changing times. The task was to appeal to the younger generation, the millennials and make them connect with the brand, while not alienating the existing brand loyalists.”

The campaign will be focussed across all mediums, with TV being the main leading medium.

Talking about the message that the agency wanted the consumers to take away, Parikh commented, “The idea is simple. When teeth are happy, they sing. And the song they sing is the VICCO jingle. The jingle is the biggest asset of the brand and we’ve remixed it to make it young and modern. We found the perfect brand fit in Alia and we’re sure she’ll draw in the younger audience that we want to capture. This musical film will be followed by a more rational one but delivered with an Alia dose of mischievousness.”

In a cluttered space, capturing the consumers' attention is pivotal. Sharing about the trends an advertising creative head should keep in mind to stay ahead of the game, Parikh commented, “It’s important to be aware of all that’s trending around us. In music, in movies, in fashion, in food, in health, in world events, even in the way people consume advertising. For eg: Ayurveda is trending right now, it helps to know that and to tailor the message accordingly.”

Lastly, Parikh commented, "We need to create ideas that solve the brand’s issues yet be noticeable, behaviour changing and magical. This will help us gain more business as well as awards.

The campaign has been launched with a TVC, cinema spots and print campaigns running parallel, the digital content will be staggered all through the first quarter of the calendar year 2020. Vicco will also use Alia’s image in product containers and packaging through 2020.

Alia Bhatt | Vicco Vajradanti Jingle | #DaantGungunaye

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