Godrej Consumer Products Ltd (GCPL) has signed Anushka Sharma as the new Brand Ambassador of its hair colour brand ‘Godrej Expert Rich Crème’. This development is in line with the company’s aims to make the brand more contemporary and relevant among young consumers.
GCPL has also unveiled a multi-media campaign with Sharma that will be promoted across television, digital and social media, highlighting the ease of using the product at home.
Sunil Kataria, Chief Executive (India and SAARC), Godrej Consumer Products Limited, said, “Godrej Expert Rich Crème has been an expert of accessible hair transformation. It is a revolutionary offering that has established a strong foothold across Indian households over the years. We are thrilled to partner with the country’s leading superstar Anushka Sharma to chart our future growth road map.”
“This strategic association will enable us to penetrate the younger target groups for crème hair colour while enhancing the loyalty of existing users. Thereby, reiterating dominance of Godrej Expert Rich Crème in the category,” he further stated.
Sharma added, “Godrej has been a legacy brand that has pioneered hair colours in India. I am pleased to associate with Godrej Expert Rich Crème. I’m looking forward to building a strategic journey forward and furthering the company’s vision for India.”