In Bajaj Almond Drops Hair Oil’s latest television commercial from the ‘Load Mat Lo’ campaign, actress Parineeti Chopra urges audience to take ‘no load’, literally. The ad highlights the weightlessness of Bajaj’s Almond Hair Oil, compared to other sticky coconut hair oils in the market that feel ‘like a big load’ on the head.
Elaborating on the idea behind this campaign, Ameya Dangi, head of Marketing, Bajaj Corp, says, “People don’t like oiling their hair regularly because they find some oils extremely sticky, and heavy, a feeling they dislike. It’s like a “load” on their head and they have to put up with it for the sake of nourishment just like they put up with a host of unnecessary worries without a really good reason. But with light and non-sticky Bajaj Almond Drops hair oil, they can give their hair the nourishment it needs without having to put up with the heaviness on their head. For us, this new campaign idea ‘Load Mat Lo’ brilliantly works on this very relatable insight of ‘unnecessary worrying’ in the context of hair oiling.”
Highlighting the strategic insight behind the campaign — conceptualised by Mullen Lintas Mumbai— Ayyappan Raj, executive vice-president at Mullen Lintas, says, “With the hair oil category flooded with multiple players, it was imperative for us to play up features of Bajaj Almond Drops that stand out. Thankfully, there were more than a couple of features that worked in its favour including it being the lightest oil in the category and further fortified with 300 per cent vitamin E. This led us to zero down on the idea of ‘load free’, as that is also how most people want to live their life too.”
Shriram Iyer, National Creative Director, Mullen Lintas says, “While most hair oil brands tend to play up the usual advantages that can be derived by using them, we chose to highlight one of the biggest differentiators for Bajaj Almond Drops — it being the lightest in its category. This core point has been brought out well in the film where one can really feel the difference in applying an oil that is easy on hair vis-à-vis those that tend to make hair heavy and sticky. We are sure the concept will get consumers to choose Bajaj Almond Drops hair oil when they go to shop for hair oil the next time around.”
BW Reporters
The author is special correspondent at Digital Market Asia, is fascinated by the evolving digital media industry, and has focussed on tracking developments in the field in Asia Pacific.
