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Tag: Livon

  • Livon’s #ExpressInStyle challenges the norms this International Women’s Day

    Livon’s #ExpressInStyle challenges the norms this International Women’s Day

    Mumbai: Livon, India’s hair serum brand, is breaking stereotypes this International Women’s Day with the launch of its digital campaign, Uncut with Livon – #ExpressInStyle. As a part of the brand’s unfiltered series, Uncut with Livon, delves into uncharted territory with a daring social experiment. The campaign questions stereotypes and societal bias on women’s appearance and hairstyles.

    Conceptualised and created by Brand David and Team Marico, the campaign by Livon showcases a social experiment where four panellists, from different walks of life, are tasked with guessing professions of four women based on their hairstyles. The four women are Mira Erda (race car driver), Indulekha (singer and rapper), Rooparna (stay-at-home mom), and Mallica (finance news reporter).

    The plot twist comes when the panel realizes that the four women have been privy to the judgements being passed on their appearances and professions. Little does the panel know that these women have defied traditional norms with their unconventional styles vis-à-vis their professions. Livon highlights this powerful moment, re-enforcing the need to break free from stereotypes and learnt biases on people’s appearances, in this case, based on unique, unconventional hairstyles.

    Livon’s digital intellectual property, Uncut With Livon, serves as a platform for raw and unfiltered conversations around exiting stereotypes and societal judgments. It aims to empower women to #ExpressInStyle unapologetically via their unique styles and personalities which is a quality rooted in Livon’s DNA. The uncensored series is committed to challenge social conditioning in its episodes and upcoming series in the future.

  • Livon chooses to #ExpressWithPride, presenting Uncut on YouTube and Instagram

    Livon chooses to #ExpressWithPride, presenting Uncut on YouTube and Instagram

    Mumbai: India 2022 is seeing a world of changes in terms of how we perceive things as well as how we express ourselves. As we continue pride celebrations, the voice of the queer community is getting louder and prouder, rising above every obstacle and naysayer.  

    Livon, in collaboration with the Ogilvy Content Force, takes ‘the Pride month’ to move away from the cookie-cutter, age-old definition of self-expression and representation, breaking away from a world of binaries to truly celebrate the rainbow side of life. 

    Uncut, the brand new series by Livon, is an initiative to freely talk about things that are usually swept under the rug. But being true to the brand ethos of “self-expression”, they have launched the series with #ExpressWithPride, co-creating with a host of young, opinionated and talented queer creators who have spoken their minds about a lot of pertinent issues starting from what it’s like being non-binary in India to how their professional lives are impacted by their sexuality. 

    The activity has been rolled out in an integrated manner, starting with videos and promos on YouTube with teasers on Instagram as well as Spotify ads to have maximum impact and reach.  

    The campaign has struck a chord with the audience due to the sheer unfiltered and fresh nature of its content which steers away from the usual tokenism seen prevalent during Pride. For the first time ever, a brand was not just turning into a rainbow sign or talking about their coming out story but instead, highlighted not just major issues pertaining to the LGBTQIA+ community but all the little things that matter as well.

  • MTV India’s ‘Supermodel of the Year’ returns with season 2

    MTV India’s ‘Supermodel of the Year’ returns with season 2

    Mumbai: Youth entertainment channel MTV has announced the second season of “MTV Supermodel of the Year” (SOTY) with a new promo. Starting 22 August, the show will be aired every Sunday evening at 7 p.m.

    The second season is based on insights from MTV Youth Study 2021, according to which, 75 per cent of the respondents believe that the best-dressed people are those who are comfortable with what they are wearing, and 78 per cent of them agree that they don’t have to look beautiful always. Tapping into these cues, the theme of the second edition is decided as ‘Unapologetically You’.

    The show has a three-judge panel of Malaika Arora, Milind Soman and Anusha Dandekar who will engage models through a litmus test of style, sass and intent to push boundaries. This edition will also showcase young and innovative designers Bloni, Vaishali S, Verandah, Esse, Melodrama, Papa Don’t Preach, Abhishek studio and Virsheté. Among the contestants are a cop, a national-level boxer, biker, state-level sprinter, a hockey player, a transwoman, and fashion enthusiasts. Designer Akhil Nagpal’s ethical and sustainable fashion ramp walk will be another highlight of the show, said the channel in a statement.

    “We are delighted to present another edition of our iconic property – MTV Supermodel of the Year,” stated Viacom18 Media, business head – youth, music and English entertainment, Anshul Ailawadi. “The show is a celebration of every model’s unique identity, even as we test the boundaries of what the word ‘model’ itself means. Today’s young Indians are completely at ease in their skin as they go about being their unabashed selves. SOTY offers them the perfect canvas to do just that.”

    The show is co-powered by Olay Retinol, Vanesa Body Deo, Magic Moments Music Studio, and fashion partner FNGR along with Marico Ltd’s Livon as the title sponsor. 

    Speaking on this association, Marico Ltd, CMO, Koshy George said, “Livon serum embodies the values that the young, aspirational, and always an on-the-go girl of today seeks to inculcate in her quest to achieve new heights while looking fabulous, anytime, anywhere. The Livon Girl’s vivaciousness and vibrancy are only surpassed by her confidence because she is always ready, dressed up for the job at hand, and equipped with instant salon finish hair to steal the spotlight. The Livon serum solution neatly resonates with the format of MTV’s iconic show Super Model of the Year, which is all about giving a platform to young girls where they can be unapologetically themselves: ever-ready and bursting with confidence.”

     

     
     
     

     
     
     
     
     

     
     

     
     
     

     
     

    A post shared by MTV India (@mtvindia)

     

  • 9xO, Livon announce hunt for India’s first all-girls K-Pop

    9xO, Livon announce hunt for India’s first all-girls K-Pop

    MUMBAI: 9XO in partnership with Livon is launching the hunt for India’s first ever All Girls Korean Pop (K-Pop) band. Recognising a growing affinity for the genre in India, Livon is looking for India’s Top K-Pop Stars in partnership with international music channel 9XO. 

    The K-Pop genre has created one of the biggest waves in the global entertainment circuit and gained immense popularity with gen-Z across the world. With K-pop stars becoming major global fashion influencers and shaping fashion trends worldwide, styling has become critical for any emerging talent in the genre. Thus, Livon will focus not only on the hunt for singing abilities but will also groom the contestants into getting that awesome K-Pop look.

    Open to all K-Pop enthusiasts in India, the talent hunt is aimed at finding and honing the best K- Pop talent from across the country. The chosen band of 5 Indian girls will get a chance to record their K-Pop music video and release it on air with 9XO. Livon’s India’s Top K-Pop Stars kicks off with on ground auditions in Guwahati and Shillong followed by shortlisting of winners and mentoring sessions in Mumbai. To help choose this band and mentor them throughout the process, Livon has partnered with popular musicians from the North East region- Alobo Naga, Alune Tetseo and Kuvelu Tetseo.

    Speaking about the launch, Marico Ltd  Chief Marketing Officer Koshy George said, “The growing popularity of K-Pop and the inclination of our consumers towards it was a huge push for us to launch India’s Top K-Pop Stars in partnership with 9XO. With this property, we want to give our consumers an opportunity to showcase their love for K-Pop and guide them on styling and performance as they work towards putting the first ever K-Pop girls music album in India. K-Pop is not just about music but also about the way one looks while performing that Livon aims to bring out in the most fabulous manner for its consumers.”

    Livon 9XO India’s top K-Pop Stars hunt will be promoted across 9XO and 9XM through on air promos and on their digital channels. The talent hunt will also be promoted across digital and social media platforms. Commenting on the initiative, 9X Media Pvt. Ltd Chief Revenue Officer Pawan Jailkhani said, “Our international music channel 9XO has always helped the viewers to discover great music. K-Pop being the music for the youth today, this hunt is an apt platform for the deserving and talented singers. We are pleased to partner with Livon and present Livon 9XO India’s top K- Pop Stars. We believe in creating content that is unique and different; hence we present the hunt for India’s first all girl K-Pop band. I am confident that this talent hunt will be yet another success story waiting to happen with the Audience Brand Connect division at 9X Media.”

  • TOI’s flagship property Times Fresh Face joins hands with Livon to launch its 11th season

    TOI’s flagship property Times Fresh Face joins hands with Livon to launch its 11th season

    MUMBAI: The Times of India brings on board Livon to partner for the 11th season of its flagship talent-hunt platform – Livon Times Fresh Face powered by Set Wet. Since a decade, the hunt has been the national platform that brings together young and talented collegians from all over the country. What sets the competition apart is the focus on recognizing real talent. Last year, the contest introduced the concept of ‘What’s your Fresh Factor?’, wherein the participants go beyond exhibiting their charming personalities and demonstrate their talents in unconventional ways. In continuation, this season will focus on both talent and personality while the search will be more rigorous and advanced. Entering the next decade of the property, there is a twist in the launch of this edition, Bollywood personalities, Nushrat Bharucha and Amit Sadh will be flagging off the contest via a Facebook Premiere with anchor Sanket Bhosale. Apart from discussing their own fresh factor, they will also be opening up about their life and creative journeys and engage in some interesting games and activities.

    Over the years, it has snowballed into a multimedia platform. Garnering over 1 million social media followers and over 1 lakh participants till date, the past editions have wowed the audience and created a stronger connect with the participants creating the largest talent-hunt platform in India. With celebrities like Alia Bhatt, Varun Dhawan, Siddharth Malhotra, Sonakshi Sinha, Ayushmann Khurrana, Neha Kakkar and Yami Gautam sharing their stories about their Fresh Factors in the previous editions, it has always been a star-studded event.

    This year the hunt will stretch over 180 college auditions and open mall auditions across 11 cities; Mumbai, Delhi, Bangalore, Pune, Chandigarh, Nagpur, Chennai, Kolkata, Hyderabad, Ahmedabad and Indore. The talent-hunt is targeted at college students in the age group 16-22. Interested participants can apply via the Livon Times Fresh Face Season 11 website. This year, girls get salon finish hair with Livon Serum and boys styled by Set Wet. The competition will be spread across several rounds of audition, starting with the college auditions followed by open mall auditions, leading participants will then compete at the semi-finale from where the winners will move to the city finales; city winners will then go on to compete at the Grand Finale, which will be held in Mumbai. The most talented male and female participants with the Fresh Factor will be crowned Livon Times Fresh Face 2018.

    Commenting on the contest, Sanjeev Bhargava, Director of Brand TOI said, “The Times of India is not only a chronicler of change but an enabler of positive change. We attempt to impact positive change in many different ways through initiatives that empower the citizens of this country to impact the environment, the health issues facing the country, improving the economic and political awareness in the country. One of the key areas we have identified is to empower the upcoming generations of Indians with self-confidence and recognition, opening the doors to new opportunities for them. Livon Times Fresh Face is one such initiative. We believe that by reaching out to ambitious and talented youth in colleges around the country, and encouraging them to recognize and showcase the power of their talent and personalities, we are not only giving these bright future stars a big platform but also inspiring thousands of other fellow students through our events and amplification in media. The change their talent can bring about is what will contribute to defining the future of this country.’’

    Expressing her views, Bollywood actress Nushrat Bharucha said, “Having seen the talent garnered in the previous years, I have to say I am amazed at how gifted the youth of the country is. I am so honoured to be a part of the Livon Times Fresh Face and I am confident we will be seeing a lot of extraordinary talent this year. If you think you have the personality and talent that will wow the world, this is definitely where you should head to.”

    Speaking about the contest, famed actor Amit Sadh said, “I have always held that talent and determination will help you scale the heights you want to reach. I know for a fact that our country is full of young and talented individuals and it is very heartening to see them get the platform and recognition they deserve with Livon Times Fresh Face. I’m very glad to be a part of this initiative and I cannot wait to see what this edition has in store.”

    Last year, the participants contributed towards a power packed competition, showcasing their talents in various arenas from martial arts to belly dancing. With this edition the property hopes to expand engagement and discover some fresh and innovative talents.  

  • Livon’s digital play to connect with today’s consumers

    Livon’s digital play to connect with today’s consumers

    MUMBAI: Indian consumer goods company Marico has its consumers spread across the country and a majority of them come from the smaller section of society. The homegrown company has a wide portfolio of products including Set Wet Gel, Parachute coconut oil, Nihar oil, Saffola and Livon.

    It was at the recently concluded The Advertising Club’s maiden edition of D-CODE where Marico CMO Anuradha Aggarwal gave insights about how important digital is for brands in general and how it helped in shaping Marico’s communication. She listed out three key tips to crack the digital code. 

    She said that anybody who claims they know digital, is kidding themselves and you! “We as an industry haven’t been able to crack the digital code yet and are still trying to understand it and learn as we go about it as the digital ecosystem is changing every minute.”

    Marico is a small brand, as compared to the Amazon and Netflix of the world, which sells parachute oil, Nihar oil in the deep rural pockets of India. Aggarwal said that while everyone is busy watching Amazon or on Facebook, Marico is trying to sell products to15-year-old girls and 50-year-old women sitting in deep rural pockets of India.

    While the brand is relatively small and its core consumers aren’t digital rich, how do they connect with them on digital is a hefty challenge for Marico. We are in a digital world where brands are trying to seek attention from the consumers. They are on an endeavour to seek out the truth in this hyper-complex digital world.

    Every marketer around the globe swears by the AIDA (Awareness, Interest, Desire, Action) model and has probably learnt it in the marketing school. AIDA is an advertising effect model that describes the effect of advertising media. The sales process should be sustainably optimised on the basis of this model. Aggarwal, however, believes that the traditional model of AIDA isn’t applicable anymore. The purchase journey doesn’t start with awareness about the product; it may start with a desire or interest.

    Her first key tip to crack the digital code is to seed your brand idea in the mind of the consumers. Korean pop inspired Marico to implement the same strategy for one of its brands-Livon in India. The brand didn’t have the money, scale and awareness and it was a strenuous task to get the word about the product on digital. “It’s a challenge for us to connect with the digital consumers when we don’t own the medium or are active on it,” she added. 

    The penetration in the serum category was static between 2006-2016 and there was no new entrant in the market. This was a huge opportunity for the brand to create awareness about its product. Her second tip is to be personal where brands need to do local targeting and create personalised ads. Can you imagine a consumer being excited about applying serum on their hair? The team didn’t know what this activation will generate.

    Taking a leap of faith, Marico conducted college activation for Livon across India to target the youth and young teenagers. They made 100 brand ambassadors across colleges in India and engaged real time in transforming their hair. The word of mouth helped Livon in marketing and shot up its sales in a month’s time. The third and most important of all is to just let go once you’ve executed the campaign and trust in your audience to come back to you.

    On a concluding note, Agarwal said that brands have to ditch the target audience and embrace the audience at large. Only then will they be able to tap a larger audience which will eventually lead to higher revenues and sales.

  • Livon extends salon-in-purse proposition in latest campaign

    Livon extends salon-in-purse proposition in latest campaign

    MUMBAI: Marico Limited’s Livon Serum has launched its latest ad film, an extension of its campaign thought – Salon Nahin Livon. 

    The brand caters to the young girl who always strives to look her fabulous best and being ‘selfie ready’ is of utmost importance to her. In a fast-paced life of impromptu plans and unplanned outings, she wishes to have that luscious flowing hair without entering a salon. Taking cognizance of this, Livon Serum aims to instantly deliver an overall spectacular look with salon-finish hair – free of fizz and ultra-glossy, on demand.

    The tongue-in-cheek TVC depicts two girls seated in a library, who have to go for a last minute outing planned by their friends. Momentarily excited, one of them expresses dismay due to her frizzy hair and wishes she could have fab hair before she steps out. Asking her friend to wait, she pulls out a large mirror, steamer, blow-dryer et al, basically everything one can find in a salon, from her bag. Looking at her with shock, the friend wonders what she is up to, when the voiceover says – You can’t carry your salon everywhere you go, that’s why carry Livon Serum ”.

    Marico Limited chief marketing officer Anuradha Aggarwal says, “Livon exemplifies the contemporary young girl who is out there to make the most of her life. She loves all the surprises and sudden plans that come her way, but looking good is a priority for her! The brand has consistently been an ally in giving her an edge and that added confidence.”

    Ogilvy & Mather Mumbai office chief creative officers Harsad Rajadhyaksha and Kainaz Karmakar, add, “Impromptu plans are a way of life for the young girls. Also, looking good for impromptu plans is a necessity of life. This campaign exaggerates these insights in a funny way. The girl carrying an entire salon in her bag or the girl who has a ‘salon practitioner’ hidden in her dressing table, are both wild situations and will bring a smile to the viewers, while making a sharp point about the salon-like finish of Livon Serum. We believe the tone and manner of these films will stand out in the category and make the brand memorable.”

    Furthermore the brand has also undertaken a pan India multimedia campaign approach across TV, digital, on-ground activation and PR.

    Livon faces competition from brands like Matrix, Streax, Dove among others in the hair serum category.