Marico has launched a new campaign to introduce its next-generation Livon Serum with an ultra-lightweight formulation and a brand new look. With the promise of transforming the face of serums, Livon will be showcased in a fully revamped identity through their latest advertising campaign. Leading this change is Livon’s first ever brand ambassador, youth style icon- Kangana Ranaut who will also be driving the philosophy of “Free to be Fabulous”.
The brand has kick started the launch through its new advertising campaign “Pretty Girl Swag”, featuring Kangana Ranaut. With the tagline ‘Live free, Live fab, Livon’, the campaign highlights the swag that comes from fabulous looking hair, giving women the confidence and liberation to live their life to the fullest. The 45-second television commercial which is on air, showcases Kangana enjoying her hair and life wholeheartedly, with no strings attached.
Livon Serum’s new ultra-light-weight formulation is enriched with Vitamin E which delivers not just on hair texture but also on damage protection. The product packaging has undergone a makeover in line with the “Pretty Girl Swag” positioning to drive disruption at the first moment of truth and creating desire to own the pack. The packaging inspiration is the cover of a beauty and fashion magazine.
Anuradha Aggarwal, Chief Marketing Officer, Marico Limited added, “The new Livon campaign takes inspiration from popular culture in creating a world of desire leveraging the lives and dreams of young girls today. We are delighted to have Kangana Ranaut as the face of brand. Not only does her appeal cut across age groups, regions and socio economic strata, but just like Livon she also reflects the brand’s core values of being free-spirited, cheerful, liberated and spontaneous.”