MAM
Mudra launches TVCs on Livon
MUMBAI: Mudra Communications which earlier this year celebrated its 25th anniversary has launched two television commercials (TVCs) for hair care brand Livon.
Livon had earlier been positioned as a “detangler” of hair, post a hair wash.Its earlier TVC’s addressed the the typical housewife. Its primary benefit statement was “prevent hair loss caused by breakage due to tangling of hair after a hair wash.” As a result of the brand statement Livon became generic to the category in face of stiff competition from similar products.
Research has always shown hair loss to be the primary problem of hair. However a lot of hair loss can be attributed to hair falling off after being weakened during brushing tangled hair. A greater dimension for Livon to address thus came to light.
The first TVC is called Radhikaaa… Ordeal and there is a deliberate effort to address the younger audience – the college going teenage girls, who are lot more conscious about their hair, appearance well being. The TVC sees Radhika – who is the young college going protagonist of the film facing embarrassment on daily basis, as her every act of carelessness is easily caught by her family members as there is always a “Radhika ka baal”, around as an evidence of her act of carelessness. However, once she uses Livon, the problem is solved.
Mudra adds that the TVC puts forth the message that hair loss – specifically due to combing on wet hair leads not only to the visible immediate breakage, but also to the weakening of strands and thereby to ‘invisible’ regular hair fall.
The second TVC is called The Clump Story.The concept for the TVC revolved around the word emotion. The ad adopts a sensitive approach that triggered the audience to look at hair loss as loss of something close and personal. Only then, can the target audience would be able to think about caring about those ‘few’ hair strands that are lost on a daily basis.
The TG for this commercial was primarily housewives (25+) but in a way it was not age specific but mindset specific says Mudra. Its aimed to shake the “taken for granted approach” – the general apathy towards the hair lost due to breakage while combing the wet- tangled hair.
MAM
Time brings TIME100 Next franchise to India with Reliance
List to spotlight 100 emerging leaders, gala set for December 2026 in Mumbai.
MUMBAI: It’s about time India’s next wave got a global spotlight and now, it’s on the list. New York-headquartered Time is expanding its TIME100 Next franchise to India, partnering with Reliance Industries Limited to launch TIME100 Next India, its first international extension of the rising leaders platform. The announcement was made at the Time100 Gala in New York by Jessica Sibley and Nita Mukesh Ambani, signalling a strategic push to tap into India’s growing influence across sectors.
The India edition will recognise 100 emerging leaders from the country and the global Indian diaspora, spanning business, science, sports, arts and social impact. The list will be curated by Time’s editorial team and published online, continuing the franchise’s focus on identifying individuals shaping the future.
The initiative will culminate in a gala event scheduled for December 2026 at the Nita Mukesh Ambani Cultural Centre, anchoring the platform within India’s cultural and business ecosystem.
TIME’s broader Time100 franchise has steadily expanded its global footprint since 2021 through events and impact-led initiatives. Executives noted that India’s growing pool of influential voices and innovators made it a natural next step for the platform’s international ambitions.
For Reliance, the partnership aligns with its broader push to support emerging talent and ideas on a global stage. For Time, it marks a timely bet on India not just as a market, but as a talent engine shaping the next chapter of global leadership.
