Mumbai: German personal care brand Sebamed has unveiled its latest campaign- a satirical, tongue-in-cheek take on the tall claims peddled by hair care brands under the garb of the “Conditions Apply” disclaimer.
The commercial urges consumers to switch to its ‘scientifically superior’ shampoo that comes with “No Conditions Apply”, unlike the claims made by its rival shampoo brands.
Conceptualised by The Womb, the ad has been shot in a courtroom, where the personification of the commonly misused ‘Conditions Apply’ (personified by the actor, Liliput) is on trial. The judge portrayed by actor Ratna Pathak questions ‘Conditions Apply’, and the accused pleads not guilty to all the charges and puts the onus squarely on the hair care brands for hiding the truth from consumers under its facade.
“This campaign has the perfect recipe of How Not To Make A Shampoo Commercial. Jokes aside, we have no beauty shots, no product demo and no false claim. The truth is that most shampoo brands hide in the garb of a tiny little ‘Condition Apply’ asterix. So, we just wanted to communicate that in an interesting way. With Ratna Pathak Shah and Lilliput ji under Rensil's direction, we are confident the consumers will know this Sach," shared The Womb creative head Suyash Khabya.
The brand is known for taking on other brands earlier too, through its series of ads and campaigns such as #PrathamSnanSe, #FilmstarsKiNahiSciencekiSuno, #SirfScienceKiSuno which targeted its rival brands directly, while nudging consumers to ask unasked questions regarding the popular brands’ products.
Commenting on the latest campaign, head- Consumer Business, Shashi Ranjan shared, “Hair loss is one of the biggest concerns for both male and female consumers. Sebamed continuously conducts consumer studies to understand hair concerns and formulates efficacious solutions with pH5.5 benefits. Through “#NoConditionsApply” campaign we are addressing the need of discerning consumers by unravelling the truth behind anti hairloss product claims. We are confident that our honest and differentiated messaging around hair loss will resonate with our audience.”
