Godrej Expert Rich Crème has launched its latest TV commercial conceptualized by Lightbox, the in-house creative studio of GCPL.
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Sharing his thoughts around the campaign, Prakhar Sharma, General Manager - Brand Equity – Hair Colours, Godrej Consumer Products Ltd (GCPL), said, “Hair colour is a high stakes category, and individuals tend to place a considerable importance on it. To ensure, they make the right choice, consumers rely excessively on the advice of their closest friends. This is much truer amongst consumers between 25-35 age brackets, on which we want to focus on. Through this campaign, our goal is to reaffirm Godrej Expert Rich Crème's position as a brand that cares for their hair, the way their closest friends care for them.

The film shows two best friends, where one of them takes off on the other for making poor hair colour choices. But this same friend also sticks around and helps fix for it by colouring her hair herself using Godrej Expert Rich Crème, which makes hair feel moisturised and not dry.

Shalini Avadhani, Lead Creative Strategist - LightBox, Godrej Consumer Products Ltd (GCPL), commented on the creative aspect of the TVC, “We’ve often seen best friends travelling, partying, and having a great time in ads. But rarely have we seen them being brutally honest with each other, the way only real friends can be. Underneath this raw honesty, lies warmth and genuine care. Godrej Expert Rich Crème new campaign reflects this authenticity.”