NO MORE HAIR LOSS IN HAIR CARE (JUI)
“যে চু ল নারীর সৌন্দর্য সেই চু ল যেন না হয় নারীর দুর্বলতা”
Short Introduction: Jui coconut oil, a product of square toiletries Limited has made an
amazing campaign about women empowerment. Through TV commercials, the zoo has
been portraying the image of women’s power. Having beautiful hair does not make a lady
pretty only, the strong and healthy hair must symbolize her strong entity, her freedom.
And that's what exactly jui coconut oil wants to tell us.
The story-oriented a few months back, on March 8. This was the occasion of International
Women's Day. Jui coconut oil made an advert, raising voice against the torture and
discrimination against women.
What Is The Pain You See In The Picture Above? A girl with a gloomy face? Just a little
sadness? A pinch of crying? The gues are not so easy! She is a girl with dark life. A life that
she might has chosen or might not. That doesn't matter now. What matters, in the face
telling the story of brutality she is facing in her home. A home, a place of her own,
perhaps! She came to a beauty salon for a new haircut. The hairdresser girl admired her
beautiful long hair. She ignored the advice of trimming her hair and ordered to cut it short.
And then it seems like there was no limit of shortness! She kept saying, cut it shorter,
shorter, and more!
Her long hair I was touching her neck, hairdresser thought the job was done. She looked at
the mirror and told the hairdresser to make her here even shorter. She grabbed many
curious eyes. And answering all the silent questions, she said, ( SO THAT NO ONE CAN HOLD
IT LIKE THIS AGAIN )
It is like holding her hair with cruelty, with violence, with the wrath she does not deserve.
Being a man, can one imagine how painful it is for a lady to cut her loving long hair off.
Most of the victims do not speak up, Do not tell the society that they are being abused.
They hide their painful domestic life and pretend to live it, or they just keep it going on
anyhow! The adverbs of Jui coconut while tells the same story of violence against the pretty
girl, who was to cut her shorter. Because she doesn't want somebody to torture her by
holding that hair.
The little of this advert is “hair” the pride of a woman. And here a woman is cutting hard
that cried to protect ourselves from brutality. This advert touched people's hearts so
intensively that no other advert of jui could do. Why not? It describes a dark true story of
this country, this society. People can relate to the advert, more than any other ordinary TV
commercial.
Objective: Jui, a local hair care product’s latest advertisement takes center stage for
bringing a burning social issue like domestic violence to light. Here’s why the commercial
has touched our hearts. This Advertise object is to make people aware or inform that the
hair which is the beauty of women makes sure it doesn’t turn into the weakness of a
woman.
Message Strategy: Message strategy The first step in creating effective advertising. A
message is a strategy to decide what general message will be communicated to consumers.
Basically, this as message strategy is emotional appeals. Because we know that emotional
appeals mean an attempt to steal up either negative or positive emotions that can motivate
purchase.
Message Execution: a slice of life advertising-copy technique where a real-life problem is
presented in a dramatic situation and the item being advertised becomes the solution to the
problem. This is a style that shows one or more typical people using the product in a normal
setting.
Specific Media Vehicles: Normally they choose as a vehicle of media such as television,
internet, magazine, newspaper, etc.
Public Relations: Jui thinks this advertisement completely successful because in our society
women violence is happening every day. Most of the girls are faced with these types of
incidents in their life. So this ad a related to every woman. That's why this ad can easily
reach a huge amount of people. From my point of view, I can say this ad is completely able
to reach out to all of the women in our country. So public relations is successful in this
advertisement.
Communication Impact: the communication in fact of this ad is great because this adds a
related to every girl that's why this is easy can catch the attention of the audience. Many
women said that they had to face various injuries due to physical and sexual abuse of their
husbands throughout their lives.
THANK YOU
