Social Elixir India

Schwarzkopf Professional Leverages ASMR

  • Schwarzkopf Professional, the professional arm of Henkel Consumer Goods, has collaborated with Zoo Media to launch its campaign’ Hair is Limitless.’
  • The brand film featuring Mira Kapoor, its first Indian hair muse, leverages ASMR to break down and simplify the pronunciation of ‘Schwarzkopf’ for Indian audiences, using only sounds commonly heard in a salon.
  • The campaign’s initial phase also saw creators Dolly Singh, Soha Ali Khan, Riddhima Kapoor, Rohit Saraf, and Diipa Khosla take on the campaign’s Instagram filter that challenges users to pronounce hair-related terms and the brand’s name correctly.

’Our latest campaign asserts our legacy and prowess with respect to the art of hairdressing in a trendsetting digital-first articulation. We intend to bring the brand story alive through sensorial stimulation, leveraging sound as a medium, to stay connected with our audiences in a relevant & meaningful manner. Mira is a key voice in beauty and fashion among urban audiences and netizens; she perfectly resonates with Schwarzkopf Professional’s values of authenticity, confidence and empowerment. We have integrated creativity, technology, strategy, influencers and media to deliver a powerful yet relatable message. The campaign looks promising and we are keen to build a strong & memorable connect with our consumers leveraging the power of sound marketing”, says Shama Dalal, Head of Marketing – Henkel Consumer Brands, India.

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