New Delhi: With its renewed association with Bollywood star Shah Rukh Khan, Clinic All Clear, HLL's anti-dandruff shampoo brand, hopes to register a 30 per cent growth in the current year. ``The brand already enjoys the leadership position. The idea now is to strengthen that position,'' Mr D Shivakumar, business unit head-haircare, HLL, told The Financial Express.The company has recently launched a new `Dho Dala' television commercial (TVC) featuring Shah Rukh Khan with the tag line `Dandruff Hataye, balon ko swasth mulayam banaye'. The new ad essentially uses the star in a dramatic manner so as to ensure that the brand moves from authority to attitude attribute. ``A celebrity should bring five attributes to a brand-fame, authority, attitude, aspiration and electricity. And we believe Shah Rukh Khan brings all five,'' Mr Shivakumar said.
The new ad, reasons Mr Shivakumar, is a step further in Clinic All Clear's advertising strategy. ``While the earlier communication delivered the key message of bringing awareness and trust, it now needed to bring attitude, aspiration and electricity to the brand. ``The new ad, therefore, showcases the star in a dramatic manner,'' he added.
It also gives the brand a bigger cosmetic appeal and finally positions a celebrity alongwith a social problem such as dandruff cleverly. ``Dandruff is a social problem which is not commonly acknowledged-leveraging a celebrity with the status of Shah Rukh Khan with the brand and the related problems effectively brings across the message of `Dare to wear black'.
The ad also sets a new benchmark in celebrity advertising with the presence of both Shah Rukh Khan and Ruby Bhatia. The ad has been shot on a large scale with an audience of 2,000. The innovative way in which the `All Clear' confidence has been depicted contributes to its uniqueness.
Copyright © 2001 Indian Express Newspapers (Bombay) Ltd.
