MxMIndia

Tag: Ashish Chhabra

  • The brand intends to connect more strongly with the modern Indian women and their aspirations

    Streax appoints dCell as design & packaging partner

    By A Correspondent

     

    Hair products major Streax has appointed dCell, the design and branding division of the Lowe Lintas group, to revitalise the packaging for its range of cream hair colour products.

     

    Said Bhumika Shah, Unit Creative Director, dCell: “dCell’s approach to branding always pivots on the larger brand story. We coined the phrase ‘Shine on’ as the product promise to reflect the brand’s enabling and encouraging role to further the aspirations and achievements of today’s confident woman”.

     

    Talking about the brief to dCell, Ashish Chhabra, Joint Managing Director, HRI, said: “If you look at the hair colour industry, it evolves and refreshes every 2 years. Our packaging identity was untouched for 3 years and needed to be updated. We felt it was time to up the fashion codes, and capture the richness and vibrancy of our new and improved cream hair colour formulation. We are very happy with the way dCell has infused glamour and confidence in the pack design and we hope our audiences love our new look and theirs too”.

     

     

  • Vasmol has announced their latest offering – Vasmol Advanced Crème hair colour

    Vasmol ropes in Bollywood baddies to promote hair colour

    By A Correspondent

     

    Vasmol has announced its latest offering – Vasmol Advanced Crème hair colour – and to launch the, 82.5 Communications has come up with a TV spot that highlights the point that a chemical developer is ‘baalon ka villain’, and consumers should be wary of it.

     

    Said Anuraag Khandelwal, ECD and Creative Head (Mumbai), 82.5 Communications (Mumbai): “We wanted to do something different in the hair category given that the brief was very sharp. It was great to collaborate with the most iconic villains of the industry and create this simple and engaging TVC. You only need to see it once to get the message loud and clear.”

     

    Added Sumanto Chattopadhyay, Chairman and CCO, 82.5 Communications said: “While ads with movie heroes are a dime a dozen, featuring villains is something quite fresh. It’s a great example of the ‘82.5 approach’ to advertising.”

     

    Said Ashish Chhabra, Joint Managing Director and Director Marketing of Hygienic Research Institute (HRI):  “This was one of the most important launches for us, and we wanted to talk about Vasmol Advanced Crème in a clear and effective manner. I am proud that we have made a memorable ad that delivers the message with a punch.”

     

     

  • The agency will be responsible for all strategic and creative communication for the brand, and this arrangement is effective immediately

    Vasmol assigns creative mandate to Soho Square

    By A Correspondent

     

    Hygienic Research Institute Pvt. Ltd. (HRIPL) has decided to award the brand duties of Vasmol to Soho Square. The agency will be responsible for all strategic and creative communication for the brand, and this arrangement is effective immediately.

     

    There was no pitch involved in this win, and it was awarded purely on Soho Square’s strategic approach to the brand’s marketing challenge.

     

    Ashish Chhabra

    Ashish Chhabra, Joint Managing Director, Hygienic Research Institute Pvt. Ltd. said, “Our search for a strategic partner for our flagship brand Vasmol concluded with Soho Square as it has the O&M legacy and a rich brain pool. We look forward to this association, towards making Vasmol the most preferred brand in the hair color& care categories.”

     

     

    Samrat Bedi

    Samrat Bedi, Office Head Soho Square echoed those sentiments, “As a brand, Vasmol has been around for close to 60 years and is pretty dear to the Indian consumer. The challenge is to maintain that equity, while also helping the brand lead the way in the modern context… It is our responsibility as much as it is HRIPL’s.”

     

     

    Shashank Lanjekar

    Sr. VP, Strategic Planning, Soho Square, Shashank Lanjekar, was also of the same opinion, “When you look at a brand like Vasmol, you see its potential to be a leader, considering the huge following it already has… Now is the time to consolidate that position and ensure that the communication resonates with this generation.”