Pantene India wanted to launch a new, best-ever Pantene Pro-V.
The brief was three-fold - establish core proposition, showcase transformation and sustain the conversation.
The core proposition was simple - get thicker, stronger hair in 14 days with the new, best-ever Pantene.
The insight was that hair fall cramps a woman's lifestyle in many ways, not being able to wear white or try different hairstyles for example. We wanted to motivate the audience to push past those challenges and win their own battle.
The thought behind the communication was simple, let's give the audience a reason to believe by testing the shampoo themselves. A 14 day challenge. #14DayChallenge.
So we decided to do this with a film featuring Bollywood megastar and Pantene ambassador Anushka Sharma.
I was involved in the ideation, content creation and running of the digital campaign, the production for the film was handled by seniors from the team.
THE FILM
The web film was launched from the megastar's handle as well as Pantene's.
TRANSFORMATION: THE #14DAYCHALLENGE
We followed the launch with a transformation story to inspire thousands of young women across the country. We positioned Anushka Sharma as a confidante. She came out in support by taking the challenge with them and even cheer on their progress on social media. This helped us strike a personal chord with our communication.
SUSTENANCE
The challenge was on and we were now pushing for sampling. We kept the buzz going on social media with carefully crafted communication coming from Anushka and Pantene's handles. We set up small yet insightful challenges that the audience had to do and get back to Anushka via social media. The incentive was a feature in Vogue India.
We focused on daily obstacles and urged them to conquer them all.
There's a typo above, the art director was not fond of me.
There's a typo above, the art director was not fond of me.
We also deployed a carefully planned influencer strategy where A and B level influencers encouraged their followers to take on the challenge as well. These were a mix of images and videos depicting untied hair, wearing white outfits and new hairstyles.
USER ENGAGEMENT
We had a massive response from users who actively took on all the challenges we had asked of them. The constant friendly communication from Anushka Sharma's handle kept them motivated and happy to share. So, we received a huge responses in the shape of images and videos from women with their hair untied, wearing white fearlessly and trying new hair styles.
THE HAPPY HAIR MOVE
The happy hair move had a phenomenal response from women all over the country. A great depiction of thicker, stronger and truly happy hair! This took our campaign to a whole new level!
Our partners, Vogue India, brought the focus back to being featured along with Anushka Sharma. Overall, we reached and motivated thousands of young women across the country and made Pantene India's presence stronger and synonymous with hair that's to be celebrated.
Agency - Grey Worldwide
Creative Director - Sonam Gautam
Copywriters - Ishan Mehta, Ramiz Shaikh
Creative Director - Sonam Gautam
Copywriters - Ishan Mehta, Ramiz Shaikh
