Set Wet unlocks confidence

Set Wet has rolled out a campaign #ApniHairstyleHiApniVibeHai (your hairstyle is your vibe), to spotlight the importance of grooming rituals for young Indian men. 

The campaign consists of a film conceptualised by Team WPP. It depicts a young man who finds himself in a race against time on his first day at work. As he hurriedly approaches the security gate, panic sets in when he realises his ID card is missing. However, a clever solution emerges from his bag: Set Wet gel. With a swift application, his hair undergoes a remarkable transformation, instantly boosting his confidence. The film then goes onto show how with his newfound self-assurance, he confidently strides into his workplace, leaving everyone in awe. Passersby are captivated by his newfound vibe, and security personnel grants him seamless access. The film aims to signify the importance of hair styling, demonstrating its direct impact on first impressions.

Somasree Bose Awasthi, chief marketing officer, Marico, said, "As a leader in the hair styling category, Set Wet has always led the hair styling conversations amongst the youth of India and adapted to the changing trends. The new campaign #ApniHairStyleHiApniVibeHai, therefore, speaks to the Gen Z consumer about the importance of hair styling as a key part of their grooming regime. Through the various legs of the campaign, Set Wet will continue to establish and emphasise this key message and actively engage with the target consumer through innovative marketing activations across touchpoints, where the consumer is already actively engaged."  

CREDITS:

Client: Set Wet

Agency: Team WPP 

Production: Chrome Pictures