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BBLUNT launches Salon Secret 'Mini Pack' with the #ShiningBaby Challenge

Section :Other Briefs, Category : Corporate

Company Brief
Mumbai, August 28, 2017

In August last year, BBLUNT created waves in the hair colour market with the launch of High Shine Crème Hair Colour - BBLUNT Salon Secret. With Kareena Kapoor Khan as the face of the brand, BBLUNT went on-air with its first ever TVC that got the industry talking. In its continuing efforts, the brand revealed the secret behind the launch of the 7 most on-trend shades with a short film featuring Adhuna Bhabani, Founder and Creative Director, BBLUNT, along with 7 of India's top beauty bloggers. The brand is back now, with another ground breaking campaign with the launch of BBLUNT Salon Secret 'Mini' pack - The #ShiningBaby Challenge.

37 leading celebrities channeled their inner Bollywood Diva and enacted their favorite Bollywood dialogue as part of the challenge. It started with Ankita Bhargava, completely inspired by Salon Secret Mini getting into the character of her favorite Bollywood star Deepika Padukone and enacting the dialogue with a twist. She then challenged her colleague Roopal Tyagi to take on the #ShiningBaby Challenge and that was just the beginning of the craze. Leading celebrities like Kishwer Merchant from Gangaa and Big Boss, Kavita Kaushik from FIR along with Regional Stars like Ritabhari Chakraborty, Simi Chahal, and Amruta Khanwalkar joined the challenge and brought alive their Bollywood side.

The campaign also gave a chance to the million fans of these celebrities to win a sample of Salon Secret and shine like their favourite stars. A simple registration process on the website enabled them to claim a Salon Secret High Shine Crème Hair Color 'Mini Pack' available in 5 shades: Coffee Natural Brown, Mahogany Reddish Brown, Wine Deep Burgundy, Chocolate Dark Brown and Natural Black.

Mr. Sunil Kataria, Business Head, Godrej Consumer Pvt. Ltd. talking about the campaign said, "It has almost been a year since we launched BBLUNT Salon Secret and the response and sales have been phenomenal. To further penetrate into the households of India we have now introduced 'Mini' packs of Salon Secret Hair Colour; mainly catering to consumers who are still experimenting with hair colours. Influencer marketing is at the core of most of BBLUNT campaigns and having worked with leading bloggers in the past, the outreach with the television fraternity was surely a move in the right direction and has worked very well for the brand"

The campaign helped BBLUNT reach out to 5.7 million fans of these stars across social platforms and 2.7 million fans watched BBLUNT's videos. The campaign also, gave over 4100 Bollywood enthusiasts a chance to try the new BBLUNT Salon Secret 'Mini' pack and unleash their inner Bollywood star."

Harshil Karia, Founder and Creative Director, Schbang added, "The launch of Salon Secret High Shine Crème Hair Color last year was a great success on digital and generated a large number of conversations. With the launch of the Mini Pack we are excited to reach out to every woman in the country and give her a product and the platform to be a star!"

Video Links to the campaign:
https://www.youtube.com/watch?v=NdpKFFvdZkI&list=PLqIzRn9EctA7_-Leybo-DjBIYDiv61obx&index=11
https://www.youtube.com/watch?v=eJrnmMqCn0c&list=PLqIzRn9EctA7_-Leybo-DjBIYDiv61obx&index=12

For further information please contact:

Ruchita Masrani
Email: ruchita.masrani@mslgroup.com