Godrej Expert Rich Crème, India’s largest selling crème hair colour from the house of Godrej Consumer Products Limited, partnered with the Bollywood personality Karan Johar for an interesting transformation. The association challenges the gloom of the sit-at-home restriction, nudging people to ‘look good’ which in turn will make them ‘feel good’. Recently, Karan posted an image of himself in a new grey hair lockdown look and said he is available for father roles now. Tired of being referred to as old, Karan finally coloured his hair at home with Godrej Expert Rich Crème. He shared a video on his Instagram profile in a new coloured hair look, the core messaging being the ease of using at-home hair colours to look good.
Godrej Expert Rich Crème’s collaboration with Karan Johar comes at a time when people have been neglecting hair care owing to the lockdown. The notion that hair colour comes with added hassle and the fact that people have not been stepping out has added to this neglect. Through this association, the brand aims to highlight how easy it is to colour one’s hair at home and that one need not look dull just because of being indoors.
Conceptualized by Creativeland Asia and produced by Creativeland Pictures, the video starts with Karan Johar with his peppered hair speaking about how he thinks that his new home grey hair look is cool but his fans, industry friends and even family is urging him to colour his greys as they make him look old. Frustrated with the comments, Karan agrees to colour his greys with Godrej Expert Rich Crème recalling how this is “Anushka wala hair colour”. Apprehensive as he has never applied hair colour by himself, Karan follows simple instructions – mix, apply, and wash off. Finally, he expresses his astonishment about the precision and joyously clicking a selfie states how this will now go viral.
Commenting on this activity, Sunil Kataria CEO – India and SAARC, Godrej Consumer Products Limited, said, “Salons are shut in many cities and the one’s allowed to operate are seeing reduced customer footfalls due to their concerns of safety & hygiene parameters. Increased grey hair can cause anxiety to many. This calls for an immediate solution critical for their overall well-being. Godrej Expert Rich Crème, through this association with the charismatic Karan Johar, wants to highlight how easy it is to colour grey hair at home while also nourishing them in the process. Our intent is to encourage people to not neglect hair care just because they are indoors and highlights how looking good translates to feeling good.”
Sharing his perspective on hair colouring at home, Karan Johar, said, “Grey hair can elicit multiple reactions. I can personally relate to it as I got all kinds of comments from uber cool to hello uncle. When my kids asked why I was looking old, I decided to try and colour my hair at home. I didn’t have to do too much, just a simple application of at-home hair colour with natural ingredients worked fine for me.”
“With most of us being at home and with this new way of life, we’ve given up on some of our routines, especially our grooming rituals. Those who depend on salons to get their hair coloured are the most affected. When we saw Karan’s picture on social media, we knew we had a fantastic opportunity to demonstrate how easy it is to colour one’s hair at home by oneself, if we could get Karan to colour his hair and film the process. The shoot, which was on a video call essentially, was fun. On a lighter note, I think we are getting good at shoot from home”,said Anu Joseph, Chief Creative Officer, Creativeland Asia.
The team is waiting with Karan to see the response of other celebrities on his new coloured hair look.
About Godrej Consumer Products Ltd:
Godrej Consumer Products is a leading emerging markets company. As part of the 123-year young Godrej Group, we are fortunate to have a proud legacy built on the strong values of trust, integrity and respect for others. At the same time, we are growing fast and have exciting, ambitious aspirations.
