Hair-raising secret

BBLUNT goes cheeky with its digital campaign for the dry shampoo

No matter the season, not one passes without hair problems. Hair styling brand, BBLUNT, is thus trying to put some life into limp hair with its new dry shampoo. A rage globally, dry shampoo is yet to find its way into Indian homes. To change this and create awareness, BBLUNT got together with bloggers for the #DirtyLittleSecret campaign. “We collaborated with the top beauty and lifestyle bloggers in the industry,” says Adhuna Bhabani, founder and creative director, BBLUNT, who can be seen in the campaign alongside the bloggers.

Harshil Karia, founder and creative director, Schbang,which conceptualised the campaign and the video, says the mandate was to create noise about the dry shampoo that can be “used anytime, anywhere.” So, the idea of a blogger-featured music video, with the key talking point being “Where would you do it” – in other words, where would you use the dry shampoo? “Where they chose to ‘do it’ of course is their ‘#DirtyLittleSecret’,” he smiles.   

While Schbang conceptualised the campaign for audiences between 15 to 35 years of age, “keeping in mind the versatility and ease of use of the dry shampoo, we decided to widen the foray and reach out to females up to 45 years of age,” says Bhabani, adding that the plan is to reach out to the top 15 metro cities through the digital campaign.

Why only the digital medium? Bhabani says BBLUNT users’ purchase patterns depend on reviews from bloggers and the online medium. “We thus created a fun and catchy anthem in line with the brand’s tongue in cheek attitude to grab the attention of this audience and ensured that their favorite bloggers were a key part of it,” explains Bhabani.

 So, do you have a  "DirtyLittleSecret" yet?