Ogilvy & Philips' new campaign shows how women speak the 'Language of Hair'

The new digital campaign is based on the ways women use their hair to express themselves

e4m by exchange4media Staff
Updated: Aug 17, 2020 12:38 PM
Language of Hair

Hair is a powerful tool women can use to communicate, says a new digital campaign conceptualized by Ogilvy Gurugram for Philips India.  

The desire for hair care and styling has been steadily waning in the face of lesser social occasions. Our primary task was to remind women about the special place their hair holds in their lives, and why caring for the hair is important - irrespective of the circumstance. 

The idea came from a simple observational insight. Women use their hair to express themselves in small ways every day. Often, this is a more effective way of getting the point across than using words themselves.  

Ritu Sharda, Chief Creative Officer, Ogilvy North: “In 2020, we all find ourselves locked in and therefore don't feel the need to really bother about our hair. With the Philips Haircare Range campaign we wanted to reignite the love of hair and the need for us to care about them. We had to give ourselves a reason to look at hair, not just as hair but an extension of our myriad moods and expressions. A twirl of the hair says I'm in love. A sudden flick says I'm angry. When we tie them up, we mean business. When we let them loose, we feel free. Our hair speaks a beautiful language, it expresses our thoughts, our wishes, our state of mind. So take care of them ‘kyunki baal bolte hain’.”  

The central campaign idea is that hair has a language of its own, a language the world understands. This idea extended itself to an integrated digital campaign, starting off with a launch film, trickling down to Instagram stories, influencer campaigns - and more.  

Gulbahar Taurani, Vice- President, Personal Health, Philips Indian Subcontinent, Philips India: “Over the years, Philips has put its consumers’ needs first and has introduced innovative solutions that has aided in activation of the magic of beauty. This insight also becomes the genesis for our campaign that resonates with women and their needs to express themselves.  This campaign puts into focus the importance of how simple act of hair styling & haircare enable their hair to do the talking with its unique & beautiful silent language.” 

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