Mumbai: DDB Mudra has conceptualised the new ad campaign for Livon Silky tat introduces the brand‘s latest range of products. The campaign‘s aim is to showcase Livon’s main attribute of giving girls back the ability of leaving their hair open everyday.

The television commercial named ‘Break Free’ highlights the new formula which promises for the stylish hair that can be manageable every day.

The TVC propagates the USP of how the product helps to break free from hair that looks dull and tangled. The ad is directed by Jim Sonzero.

DDB Mudra CCO Sonal Dabral said, “It was very exciting and challenging to work on the new Livon TVC. An important milestone in the life of this brand, this new TVC is more than just a TVC. Besides being a befitting tribute to the free-spirited, modern indian girl who loves freedom, it‘s also an effort to do a total make-over of the Livon brand. I feel on both counts the TVC has been a great success. I‘m sure it will be loved by the target audience and will do wonders in the market place.”

DDB Mudra executive creative directors Talha Bin Mohsin and Mahesh Parab addeds, “We have used this campaign to mirror the insecurity a woman feels in being caged and tied down in her modern daily life. This film attempts to synonymously ask the contemporary woman to adopt change by taking actions into her own hands. No one can communicate this change any better than a spirited brand such as Livon”.

Marico India Sameer Satpathy EVP and business head shared, “This is our first TVC on Livon post our acquisition of the brand. We would like to increase the penetration of the category by driving the relevance of the same. The TVC highlights the brand’s ability to deliver on a women’s desire for open hair anytime and anywhere”.