MAM
Super Vasmol Kesh Kala 33 unveils new TVC
Mumbai: Hygienic Research Institute Pvt Ltd (HRIPL) has unveiled a new TVC for Super Vasmol Kesh Kala 33, oil based hair colour under Brand Vasmol. The TVC addresses the needs of young women who are looking for safe coloring options with natural ingredients.
The film begins with a young woman applying Super Vasmol Kesh Kala 33 to her greying hair as her younger sister enters, recording the process. The younger sister praises her sibling’s bravery for coloring her hair and addressing the belief that hair color leads to bleaching and premature greying. The elder sister clarifies that it’s not about bravery but about choosing a safe option. She explains the benefits of Super Vasmol Kesh Kala 33, an oil-based hair color with a unique blend of oils and natural ingredients that delivers a natural black color and is completely safe. The TVC shows how the product is easily applied like regular hair oil, washed out after an hour, and should be reapplied every 15 days. At the end, the younger sister admires her elder sister’s beautiful black hair and calls her brave. The TVC concludes with the elder sister saying the brand’s famous tagline with a twist: ‘Safed nahi rahenge mere baal, Vasmol ne kiya kamaal.’
Speaking about the new TVC, HRIPL MD & CEO Dheeraj Arora said, “Vasmol has been a trusted ally for generations, providing safe hair coloring options across India. With this new TVC, we aim to broaden our consumers and to reach women aged 28-35 years who have started seeing early greys but may hesitate to color their hair due bleach-induced damage to hair. For decades, Super Vasmol Kesh Kala 33 has been the most trusted brand which offers credible hair coloring solutions. Super Vasmol Kesh Kala 33 is a unique blend of oils with natural ingredients like Amla, Hibiscus and Bhringa Raj.”
“The brand aims to evolve and resonate with modern women by offering natural and safe hair coloring options that align with today’s needs. The latest TVC emphasizes the rational relevance of Vasmol & why it is still the safest hair colour as it was decades back l, highlighting its relevance to the current generation. It underlines that the essence of Super Vasmol Kesh Kala 33’s age-old traditions is as sacrosanct to modern women as it was to previous generations. This campaign serves as a bridge between cherished traditions and the dynamic, ever-changing aspirations of today’s women, demonstrating that Vasmol’s values are enduring and adaptable. The modern-day woman is both brave and beautiful and that’s the ‘Kamaal’ the brand brings into their lives,” said Lowe Lintas president Madhu Noorani.
The brand film has been released in Hindi, Odia, Tamil, Telugu, Bengali and Assamese languages.
Brands
Vodafone Idea elevates Vineeth Jayendranath as VP, marketing head Mumbai
Telecom marketer takes charge of Mumbai circle with growth and brand focus
MUMBAI: Vodafone Idea Limited has promoted Vineeth Jayendranath to vice president, marketing head for the Mumbai circle, marking a key milestone in his career as the telecom operator sharpens its regional strategy.
In his new role, Jayendranath will lead marketing efforts across prepaid and postpaid segments in one of the country’s most competitive telecom markets. His mandate includes driving revenue growth, strengthening brand positioning, and deepening customer engagement, while also managing profit and loss responsibilities for the circle.
Sharing the update, Vineeth Jayendranath said, “Excited to share, I am starting my new stint as Vice President, Marketing Head for Mumbai circle at Vodafone Idea Ltd. Would like to thank everyone who has supported me in this journey.”
Jayendranath brings over 12 years of experience spanning telecom and IT, with a strong focus on customer value management and data-led marketing. Since joining Vodafone Idea, he has held multiple leadership roles, most recently serving as general manager leading customer value management and prepaid business across Gujarat, Maharashtra and Goa.
During this period, he handled large subscriber bases and multi-billion rupee revenue portfolios, while rolling out hyper-personalised campaigns and a “segment of one” strategy to improve customer retention and upgrades. He also championed a digital-first approach, pushing adoption of data services and unlimited plans through targeted, insight-driven initiatives.
Earlier, he worked with Idea Cellular Ltd in strategy and business intelligence roles, and began his career at Infosys as a systems engineer. A brief stint at Hyundai Motor India Ltd during his internship added early exposure to marketing strategy.
An alumnus of SVKM’s Narsee Monjee Institute of Management Studies, Jayendranath has steadily built a reputation for combining analytics with marketing execution.
His elevation comes as telecom players double down on circle-level strategies to stay competitive, and Vodafone Idea appears to be betting on data-backed marketing to keep Mumbai firmly in its corner.
