Godrej Expert ‘Rich Crème’ ft. Anushka Sharma

Herbal powders and mehndi dominate the hair colour category in India because of their price and natural perceptions. The crème format is considered “chemical” even though its post-hair colour payoff is superior.

Godrej Expert Rich Crème decided to target fence-sitters in the category – young men and women who have recently got their first grey hairs but are worried about damaging their hair with a consistent colouring routine. By launching a mini pack for just Rs 15, Godrej Expert Rich Crème gave them an affordable, low-commitment way to try their hair colour without the hassle of storing leftover products.

We worked with Godrej Expert Rich Crème to develop communication that speaks to this younger audience in their language, whilst promising them safe, healthy hair thanks to its nourishing format and ingredients.