MUMBAI, INDIA — Independence means many things to many people. The one thing in common is that everybody cherishes it. As India completes 75 years of being independent as a nation, there are still many out there who are constantly fighting for their freedom, and who don’t have the support system to really enable them to be ahead in life. Taking this opportunity, hair care brand Livon celebrated all those wonderful people who choose to help others live their life to the fullest.
Uncut is an unfiltered series by Livon that gives a platform to people to freely talk about things that usually go unnoticed. Going beyond hair styling, the brand pushed the boundaries to bring forward a series that celebrates the core ethos of Livon, which is all about self-expression.
Uncut explores all those issues that are usually swept under the rug or glanced over, through meaningful conversations that the audience can resonate with.
This was the second edition of Livon’s Uncut, conceptualized and executed by Ogilvy’s Content Force to bring forward #FreeToExpress, after the huge success of its first campaign, #ExpressWithPride, which was all about issues surrounding the queer community and the struggles they overcome on a daily basis to achieve their self-expressions.
In the current campaign, the brand had conversations with creators from many different backgrounds, from stuntwomen like Sanober Pardiwalla to dermatologist and venereologist Dr. Agni and financial traders Hetvi & Harsh who spoke candidly about all those silent enablers who encouraged them to be where they are and do what they do. While for Ashna Mirchandani, the founder of the brand Nytara, her kaarigars form the backbone of her business, for Viral Modi, it’s all those empathetic strangers like her watchman who understand that she has special needs, being wheelchair-bound. There were many such wonderful instances and stories championing independence that were shared.
The campaign resonated really well with the audience and touched the hearts of many. The activity was rolled out in a digital-first manner, starting with promos and separate videos of the creators on Instagram and a final compilation on YouTube. It garnered a whopping reach of over 2 million accounts within a few days of its release and has been growing ever since.
