MUMBAI: In today’s fast paced world, people have the tendency of taking a lot of unnecessary load in their lives. These range from mundane worries like travelling woes, what to wear, need to be visible on social platforms, etc. to the more worrisome ones like extreme stress at work, health & financial woes etc. All these worries do take a toll on individuals who are often left wanting for a way out.

This insight was the inspiration for Mullen Lintas Mumbai’s new campaign on Bajaj Almond Drops Hair Oil. Titled “the campaign features leading Bollywood actress Parineeti Chopra as the protagonist.

Bajaj Corp head of marketing Ameya Dangi said: “People don’t like oiling their hair regularly because they find some oils to be extremely sticky. It is like a “load” on their head and they have to put up with it for the sake of nourishment just like they put up with a host of unnecessary worries without a really good reason."

The film titled ‘Load Mat Lo’ begins with the protagonist being told by her partner about the hair oil that he has shopped for her. On seeing the bottle, she immediately cautions him that she doesn’t prefer taking the load of coconut oil on her hair. To elucidate her point, she conducts a small experiment on his head by placing a paper-weight on his head and comparing it to a feeling that one gets by applying coconut oil in one’s hair. But, with Bajaj Almond Drops, the feeling is just the opposite."

Mullen Lintas EVP Ayyappan Raj said, “The consumer of today is always on the lookout for innovation on a product or brand they endorse. With the hair oil category flooded with multiple players, it was imperative that we play up features of Bajaj that stand out. Thankfully, features like being the lightest in its category and fortified with 300 per cent vitamin E helped."