Cricket and brand endorsements is a very old and successful relationship. As cricketers are respected and seen as icons of the young generation, no brand can deny their impact on consumer buying habits. Knowing this, Bajaj Consumer Care Ltd roped Ravindra Jadeja for launching a new hair oil called Bajaj Cool Almond Drops Hair Oil.
This new segment will provide customers the benefits of a cooling oil without problems of stickiness. It is light and enriched with menthol and camphor that provide cooling and relax the body & mind.
The company has planned an integrated marketing campaign to support the launch of the product.
Conceptualized by Mullen Lintas, the campaign features cricketer Ravindra Jadeja focusing on the new product as a one of its kind cool oil that does not leave your hair feeling sticky.
The TVC showcases how Ravindra Jadeja keeps his calm despite constant sledging and Jadeja explains how the new Bajaj Cool Almond Drops Hair Oil has helped him keep cool on a hot sunny day and under extreme pressure.
The social media campaign has been planned with a mix of posts in videos and new formats like boomerangs, carousels and filters. Talking about Jadeja, the brand will also use his popularity on social media with his own posts on the brand. Similarly, on press and on ground, Jadeja will be seen promoting Bajaj.
What experts feel on the association
Commenting on the association, Ravindra Jadeja said, “I am really excited to be associated with Bajaj Cool Almond Drops hair oil. It is a non-sticky cooling hair oil for summers and for someone like me, who has to keep his cool during intense moments and deal with demanding situations, the connection with the brand was spot on.”
Commenting on the new launch, Sandeep Verma, president sales & marketing of Bajaj Consumer Care said, “Bajaj Cool Almond Drops Hair Oil is the ideal hair oil for the approaching hot summers. There are other cooling oils in the market too, but we found that there is a genuine consumer need gap for a cooling oil which is non-sticky and light. Being the pioneers in the light hair oil segment, we decided to take up this challenge and provide the consumer with a product that provides the benefits of a cooling oil without the hassles and problems of stickiness. We are glad to collaborate with Ravindra Jadeja for this campaign. He is the ideal brand ambassador since he has always kept his cool under high-pressure situations.”
Sharing their insight on the TVC, Priya Balan, senior vice president and branch head from Mullen Lintas says, “The campaign is based on a simple product truth that most cooling oils give you cooling but may make your hair look sticky and “chipku”. Unlike Bajaj Cool Almond drops hair oil that is a light cooling oil, and not only helps you keep cool, but also look cool. It was wonderful collaborating with Ravindra Jadeja as our brand ambassador, who we believe is a perfect fit for the brand philosophy”.
Quote source: BrandEquity