In a bid to overhaul its brand image, Vicco has signed on leading matinee idol Alia Bhatt who is also considered a strong voice of millennials. Alia’s track record of successful films that have delivered stupendous results at the box office and garnered favourable reviews from critics makes her a frontrunner in multiple categories of brands with FMCG being no exception.
Alia will be representing the brand’s headliner product, Vicco Vajradanti and its variants, a trusted name in the personal care category. The brand has been a heavy advertiser over cinema screens reaching to captive audiences but now with Alia on board, there will be a tectonic shift in their communication and media strategies. Vicco Vajradanti will now be seen across media spectra.
Talking about roping in Alia for the campaign, Mr Sanjeev Pendharkar, Director, Vicco shares,” Vicco Vajradanti has been a household name since 1952. It has a large base of loyal users. The marketing task was to appeal to the younger generation, the millennials and also make a pure ayurvedic paste a part of their daily regime hence helping them with good oral health and who better than Alia as a brand ambassador to do this”.
Alia will be shooting for TV commercials and theatre spots followed by Print and outdoor ads. The major shift in communication for Vicco will be the insertion of Digital in their media plan and Bhatt will be seen in multiple short-format videos and content from Vicco’s stable that fits the digital space.
Speaking about engaging with Vicco, youth icon and established actor, Alia Bhatt stated, “I’m really excited to be a part of this journey with Vicco. I have grown up seeing their advertisements in theatres and they are imprinted in my mind. To take on this mandate of Vicco’s brand overhaul is a huge responsibility because this is a brand with legacy and deeply entrenched in the market. I’m all set to take the plunge”.
While the campaign breaks with TV, cinema spots and print campaigns running parallel, the digital content will be staggered all through the first quarter of the calendar year 2020. Vicco will also use Alia’s image in product containers and packaging through 2020.
