The commercials show various dolls placed in real life situations and while each of them sports a different hair do. The two ads in the series have these dolls in different setups such as a cafe, a hilltop or a presentation in an office, while a jingle, sung in a jazzy style, talks of breezy things like making your dreams come true and letting your hair run free. I love my hair goes the punch line. The music was by Dhruv Ghanekar (of Dhruv and Ashu fame, who has also worked on feature films such as Drona). The music has a Broadway feel to it to enhance the reflective mood of the film. The dolls that have been used for the commercial have been created especially for Livon and have been christened as the Livon Dolls. Razneesh Ghai (known as Razy) of White Light Films, who has directed this ad, reveals the thought process behind the creation of the dolls. For instance, the heads of the dolls are a little larger than a normal human body to attract more attention. Since actual dolls were used, dialogues were excluded and hence, the eyes had to tell the story of the dolls and their hairs. As a result, the dolls have really big eyes. Human hair was used for the outdoor sequences as the hair had to look bouncy and natural, while synthetic hair was used for the indoor sequences. There were eight different miniature sets built to showcase these dolls in different situations. These sets, which took close to two months to construct, were of varying sizes, ranging from 6ftx6ft to 25ftx50ft. The film was shot in a warehouse in Kuala Lumpur in Malaysia and the filming had to be restricted to the nights as the weather was very hot during the day. There was a fear of the wigs getting damaged due to the heat. Ghai says, To avoid the film looking very static, we decided to subtly include elements of movement in each situation. These included water filling a bathtub, smoke rising from a coffee cup and streaks of light from passing traffic. Why dolls, one would say? Sanjay Menon, executive creative director, Mudra Ahmedabad, explains that dolls were used instead of humans because the team believes that from a womans perspective, a doll is an epitome of beauty. Right from childhood, a doll is an integral part of a womans life. A woman wants to grow up and be like one as well, he shrugs. Bobby Pawar, chief creative officer, Mudra Group, adds that girls want to grow up as pretty as dolls and hence the use of dolls was an idea waiting to happen. He also says that the dolls are placed in real life situations which will strike a chord with consumers. One would also notice Livons subtle shift from the manageability positioning to an overall beautiful hair one. This is quite obviously because the brand is expanding its portfolio from a hair potion to serums and conditioners. Shampoos could be next. Jignesh Shah, general manager, marketing, Paras Pharmaceuticals, says that the brands moving on from hair manageability to beautiful hair gives it a wider platform. Shah elaborates, A doll as a concept will work well with women across ages as it evokes all sorts of memories even for grownups. Besides television, other media such as print, BTL, digital and outdoor will also be used. The target group is women aged between 18-35 years.
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Kristine Zedek - Birla Sunlife Insurance Adby kristinezedek872 views
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