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The current lockdown situation has led to consumers trying out various activities and new skills, courtesy the internet. One trend doing the rounds is consumers looking at DIY haircut tips and others trying to give themselves a cut at home.

After witnessing a spike in haircuts going wrong, BBlunt recently launched a nationwide campaign to help Indians groom their overgrown hair by undertaking the ‘Grow Out Challenge’. The initiative encourages consumers to refrain from cutting their hair at home while imparting knowledge on how to use a wide range of styling and care products to keep one’s mane look neat.

With the ‘Grow Out Challenge’, BBlunt aims to ensure consumers don’t have any hair mishaps at home and also reduce stress that usually comes along with cutting one’s own hair. The initiative is supported by hair maestros and Bollywood’s stylists, Adhuna Bhabani and Avan Contractor, who share tips on how to maintain the length. Managing overgrown hair, especially in humid, hot and harsh weather, is no easy feat, which is why the experts will be also teaching users how to successfully take care of their hair using BBlunt products that are specially curated for Indian hair, weather and water. Overgrown hair provides a beautiful canvas for hairstylists to work on, once salons re-open. The extra length empowers consumers to try new looks and styles, embracing a refreshing change.

The main campaign:

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Supporting Efforts:

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Speaking on the campaign, Anirban Banerjee, Head, Innovation and BBlunt at Godrej Consumer Products Limited, said, “Currently, the country is going through unprecedented times and we at BBlunt are in complete solidarity with our frontline forces who are tirelessly working to keep us safe. This campaign undertaken by the brand is a small effort to inspire consumers at home, helping them get creative with their hair. Owing to salons being shut, patrons look forward to expertise in guiding them on how to manage their hair at home and this is an endeavour to do exactly that. Adhuna and Avan together have really helped us effectively solve consumer concerns and provide them with easy-at-home hair care solutions.”

The campaign, which is an extension of an initiative of Jay Mahmood, a hairdresser in California, will give a chance to consumers to interact with the founders of the brand and get haircare and hair styling tips directly from the maestros.

Harshil Karia, Founder, Schbang, stated, "The rise in search volumes around DIY haircuts was an opportunity and instead of the most obvious thing to do, i.e. teach people how to cut their hair at home, we asked them to grow their hair out! It’s a terribly exciting campaign because the advertising is 'home made', our salon stylists are using BBlunt products and creating homemade hair care routines that consumers can easily emulate and we're doing some exciting stuff on live Q&A using Adhuna and Avan. Consumers don't often get access to such stalwarts for hair care consultations and this I think is a great opportunity for consumers as well."

Top celebrities such as Dia Mirza, Mrunal Thakur, Tara Sharma Saluja joined the challenge along with industry insiders Nandini Shrikent, Ruchi Narain and Natasha Nischol, who are all set to grow out their mane. The influencer community have hopped on the bandwagon with leading bloggers like Shalini Samuel, Anushka Mulchandani and Shanaya Sardesai taking over BBlunt’s Instagram handle to share hair tips. In the initial stage, the campaign has been well received by consumers and the brand hopes to constantly keep innovating to make this a successful movement.