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ET Brand Equity - Bloggers Share Their 'Dirty Little Secrets' Via BBLUNT̢s Latest Digital Video
Hair stylists, Adhuna Bhabani and Avan Contractor, have been collaborating with the research and development team of Godrej Consumer Products to develop a whole product range under their brand BBLUNT. Back To Life, a dry shampoo, is the latest product that the brand is promoting. As part of the digital communication strategy, a song featuring Bhabani and 15 beauty, fashion and lifestyle bloggers, was released early this week. The cheeky video is conceptualised by digital agency Schbang. Shaun Kolah and Zaryan Patel have directed the film. The video highlights the usage of dry shampoo, where the bloggers along with Bhabani emphasise on how to use it in three easy dance steps - 'shake, spray and rub-it on for two, keep your dirty little secret with dry shampoo'. The song will also be made available on Dubsmash, too. Commenting on the campaign strategy, Thomas Dawes, creative director, Godrej Consumer Products, said, "To India, dry shampoo is a fairly new concept but it is definitely picking up. So much so that it's now our best-selling product on ecommerce, contributing to 22% of our sales online. Having said that, the product still needs a bit of education. As a brand BBLUNT is known for being fun, cheeky and pioneering so simply going down the conventional route about why, when and how to use it feels incredibly flat. A full on music video featuring our favourite bloggers? That's the BBLUNT way. And the best bit is that this song is the ultimate ear worm... you'll be humming it for weeks!" Bhabani, added, "Dry shampoo is one product I never leave home without. It's an absolute must-have in this heat for those with busy and constantly on-the-go lifestyles. That was also one of the reasons Avan and I thought it was important to have it as a part of our range, created especially for Indian hair and weather. We are in full support of this campaign and it couldn't be timed better. I am sure everybody out there will enjoy watching it as much as we enjoyed creating it." Harshil Karia, founder and creative director, Schbang, further said, "Our main task was to create noise about dry shampoo and educate about its usage. The beauty of Dry Shampoo is that it can be used anytime anywhere. Hence, we thought what better way to create talk ability about the product than highlighting its attributes in a fun and an engaging way. That's when we proposed the idea to launch India's first ever blogger featured music video with the key talk point being 'Where would you do it' - in other words, where would you use the dry shampoo. Where everybody chose to 'do it' is their '#DirtyLittleSecret." Watch the video here: https://www.youtube.com/watch?v=pERBNdqq0kI
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