HRIPL relaunches its flagship brand Vasmol with Kajol as brand ambassador

Kajol - Vasmol Yahi Hai Sahi

Hygienic Research Institute Private Limited (HRIPL) announced award-winning actress Kajol as brand ambassador for their Vasmol Range of Hair Colours. She will soon be seen in Vasmol Kesh Kala’s latest TV commercial endorsing the tag line, Yahi Hai Sahi Hair Colour (This is the Right Hair Colour).

Super Vasmol 33 Kesh Kala (SVKK) is HRIPL’s flagship hair colouring brand and for decades customers have trusted it as a safer option to colour greys. The product’s unique appeal lies in its mixture of herbs and oil like properties that beautify hair giving them their natural looking black colour.

HRIPL’s association with Kajol comes at a point when the brand Vasmol embarks on a new phase of growth by reinventing itself for new user acquisition. The new and improved SVKK aspires to strengthen the brand’s appeal amongst a younger demographic who are thoughtful of their choices keeping in mind the safety aspect of hair colour.

Speaking on the collaboration, Mr. Ashish K. Chhabra, Joint Managing Director of HRIPL said, “We are indeed privileged and proud to have Kajol as our brand ambassador for Vasmol. Kajol is one of the most gifted and versatile actresses of our times and is a powerful role model whose mindful and thoughtful personality is looked upon by the audiences across genders and age-groups. At a time when we are renovating the brand to make it more relevant to today’s evolved as well as new-age consumers, Kajol’s personality resonates with the brand’s philosophy perfectly. Her charismatic persona is an ideal fit with the brand that is iconic and poised for significant growth in times to come.”

“Vasmol is one of the most trusted ‘Hair Care’ brands and has been offering its customers, credible hair colouring solutions for decades. The best part is that with changing times, it is renovating itself, upgrading and getting better by the day to offer solutions that are relevant to today’s hair colouring needs. I am glad to be associated with the new and improved Vasmol range of hair colours and excited to be a part of the TV ad campaign that highlights exactly the same” said the award-winning Actress Kajol.

The new creative has been conceptualized to position Super Vasmol 33 Kesh Kala as the right way of colouring hair to get natural-looking, beautiful black hair. It has the goodness of oil and uses natural oxygen from the air for colour development to give 100 percent coverage to greys. Moreover, it has now been improved with the goodness of three new oils (almond, walnut and olive) which means even better care of the hair while you colour them.

HRIPL is all set to launch the revamped Vasmol Kesh Kala Hair Colour with brand ambassador, Kajol exuding her trademark effervescent charm in every frame. The 30-second TVC opens with a young married couple in a modern supermarket. While the wife is indecisive about which hair colour product to choose from shelves crammed with different brands, they spot Kajol who effortlessly picks the Vasmol Kesh Kala pack to colour her crowning glory. Kajol is seen guiding the woman to choose the right hair colour, Vasmol Kesh Kala – that turns grey hair into natural looking, beautiful black hair.

The ad’s simple yet engaging execution delivers the brand’s key USP of combining nature and science in its evolved, improved product version, viz., the three new oils formula along with the natural oxidization process to turn grey hair black. The messaging ends on a sharp note when Kajol delivers the tag line, holding the new pack of Vasmol Kesh Kala:

Issliye nahin kyunki maine chuna… chuno wahi joh hai sahi…

Naya Vasmol Kesh Kala Hair Colour – Yahi hai Sahi 

The new ad campaign will be launched from 29th Oct, 2018, onwards in all major networks across GEC, Movies, News and other platforms.


Creative Agency: Soho Square Advertising & Marketing Communications Pvt. Ltd.

HRI Marketing Team:

Mridul Munet (Chief Marketing Officer),

Ankur Arora (Senior Brand Manager),

Neelam Singh (Asst. Brand Manager)

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