Mumbai: Henkel Consumer Goods’ Schwarzkopf Professional has collaborated with Zoo Media to launch its campaign, "Hair is Limitless." Featuring Mira Kapoor, the brand film launched under the campaign leverages ASMR to break down and simplify the pronunciation of ‘Schwarzkopf’ for Indian audiences, using only sounds commonly heard in a salon.
The initial phase of the campaign, also saw creators Dolly Singh, Soha Ali Khan, Riddhima Kapoor, Rohit Saraf, and Diipa Khosla take on the campaign’s Instagram filter that challenges users to pronounce hair-related terms and the brand’s name correctly, which created a buzz amongst their respective followers who followed suit.
This is an integrated campaign by Zoo Media’s agencies, with FoxyMoron leading the campaign’s creative strategy and account management. Pollen facilitated, signed, and onboarded Kapoor as the brand’s first Indian-hair muse. The entire tech innovation for the campaign, from the Instagram filter, developed by Phosphene, to the campaign website, developed by Noesis. The technology was executed within the network.
"Our latest campaign asserts our legacy and prowess with respect to the art of hairdressing in a trendsetting digital-first articulation. We intend to bring the brand story to life through sensory stimulation, leveraging sound as a medium, to stay connected with our audiences in a relevant & meaningful manner. Kapoor is a key voice in beauty and fashion among urban audiences and netizens; she perfectly resonates with Schwarzkopf Professional’s values of authenticity, confidence, and empowerment. We have integrated creativity, technology, strategy, influencers, and media to deliver a powerful yet relatable message. The campaign looks promising and we are keen to build a strong & memorable connect with our consumers leveraging the power of sound marketing", said Henkel Consumer Brands, India head of marketing Shama Dalal.
Commenting on the campaign, FoxyMoron national head of client partnerships & business head of north Prachi Bali said, "If people can’t say the word, they won’t spread the word. Familiarity with the name of the brand at a salon makes it easier for consumers to relate to it. Tasked with that impactful insight, we at FoxyMoron had to work together with our best-in-class teams across the Zoo Media network to create this eloquent campaign. With FoxyMoron's expertise in the beauty category, we knew we'd have to be creative in our approach and reach out to consumers through multiple touch points to solve the problem. And what better way to create recall than to break down phonetics using sounds from a salon. This campaign is the product of months of labour and, most importantly, collaboration. A lot of bold ideas were pitched, and it’s a big win for us when brands with the stature of Schwarzkopf, believe in our unconventional ideas, to achieve their business goals in the Indian market. I am confident we will be creating more impactful campaigns with them in the future."
