Hygienic Research Institute Private Limited (HRIPL), a renowned name in the Indian beauty and personal care industry, has launched a new television commercial (TVC) for Super Vasmol Kesh Kala 33, its popular oil-based hair colour under the Vasmol brand. The latest TVC is designed to address the needs of young women seeking safe and natural hair colouring options.
The TVC opens with a young woman applying Super Vasmol Kesh Kala 33 to her greying hair, as her younger sister enters and starts recording the process. The younger sister admires her sibling’s courage in choosing to colour her hair, while expressing concerns about hair colour leading to bleaching and premature greying. The elder sister reassures her that it’s not about bravery but about selecting a safe, effective option. She explains the benefits of Super Vasmol Kesh Kala 33, which combines an oil-based formula with a unique blend of natural ingredients to deliver a natural black color safely.
The TVC demonstrates how Super Vasmol Kesh Kala 33 is applied like regular hair oil, washed out after an hour, and needs to be reapplied every 15 days. At the end of the commercial, the younger sister is impressed by her elder sister’s beautiful, natural black hair and calls her brave. The TVC concludes with a twist on the brand’s famous tagline: ‘Safed nahi rahenge mere baal, Vasmol ne kiya kamaal.’
Dheeraj Arora, Managing Director and CEO of HRIPL, spoke about the new TVC, saying, “Vasmol has been a trusted ally for generations, offering safe hair colouring solutions across India. This new TVC aims to reach women aged 28-35 years who may be hesitant to colour their hair due to concerns about bleach-induced damage. Super Vasmol Kesh Kala 33 has a long-standing reputation for providing credible hair colouring solutions, thanks to its unique blend of oils and natural ingredients like Amla, Hibiscus, and Bhringa Raj.”
Madhu Noorani, President of Lowe Lintas, added, “The brand aims to evolve and resonate with modern women by offering natural and safe hair colouring options that align with today’s needs. The latest TVC emphasizes the relevance of Vasmol, highlighting its continued safety and efficacy. It bridges cherished traditions with the dynamic aspirations of today’s women, demonstrating that Vasmol’s values are enduring and adaptable. This campaign showcases that modern women are both brave and beautiful, which is the ‘Kamaal’ that the brand brings into their lives.”
The brand film has been released in several languages, including Hindi, Odia, Tamil, Telugu, Bengali, and Assamese, to reach a diverse audience across India.
TVC Credentials
Creative Agency: Lowe Lintas
Ad Director: Deb Medhekar
Creative Team: Madhu Noorani, Sanchita Sinha, Gurugram Iyer, Tabish Shaikh
Account Management: Anaheeta Goenka, Adhideb Ghosh, Rupesh Naik, Mitali Kulkarni
Account Planning: Pooja Rawat, Divya Jaiswal
The new TVC for Super Vasmol Kesh Kala 33 not only emphasizes the product’s safety and natural ingredients but also highlights the brand’s commitment to meeting the evolving needs of today’s women, reinforcing Vasmol’s legacy as a trusted name in hair care.
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