Livon celebrates Independence Day with #FreeToExpress in Uncut's second edition

Livon’s unfiltered series ‘Uncut’ gives a platform to people to freely talk about things that usually go unnoticed. On the occasion of 75^th anniversary of Indian Independence, the brand celebrated those who choose to help others live their life to the fullest.  

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-expressions. 

The second edition of 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 edition of Livon’s Uncut was conceptualised and executed by Ogilvy’s Content Force to bring forward #FreeToExpress.  

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 and 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.

The campaign resonated well with the audience, 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 reach of 2+ million accounts within a few days of its release and has been growing ever since.