MUMBAI: FMCG manufacturer Procter and Gamble (P&G) has announced a new product Head & Shoulders with VitaZinc. A company release claims that the product gently conditions the scalp, fights and helps remove the five signs of dandruff, to give the consumer beautiful, healthy looking and dandruff-free hair
A new advertising campaign for Head & Shoulders featuring Head & Shoulders brand ambassador and actor Preity Zinta will break nationally. The campaign which was shot in Bangkok by ad agency Saatchi & Saatchi, takes viewers into Preity’s bathroom. She teasingly says, “Today I will take off everything”, followed by Head & Shoulders with VitaZinc shown to ‘take off’ her ‘five signs of dandruff’.
The Take It Off campaign will be complemented with point-of-sale materials featuring, on-air and on-the-ground promotions and a host of other marketing initiatives to educate consumers about the five signs of dandruff. Preity recently joined Head & Shoulders’ international league of celebrity endorses which included Hollywood Star Salma Hayek, Courtney Cox of Friends fame, Ajay Jadeja and Pooja Batra who have endorsed Head & Shoulders in India in the past.
Research conducted by P&G experts reveals that almost 50 per cent of Indian dandruff sufferers are troubled by the five signs of dandruff – flakes, irritation, itchiness, dryness and oiliness daily, aggravated by external and internal factors such as hectic lifestyle, pollution, etc. Having discovered this key finding, P&G’s expert scientists developed Head & Shoulders with VitaZinc.
Zinta says, “Head & Shoulders with VitaZinc has helped me look and feel my best 24 x 7. There’s more to dandruff than meets the eye – it actually has five dreadful signs; firstly, the flakes in your hair and on your clothes, dryness of the scalp, a resultant itchiness, oiliness in the hair and an overall gnawing irritation that affects your appearance and mood both. Based on my excellent experience with the product, I urge all my fans to use Head & Shoulders with VitaZinc to enjoy total freedom from the five signs of dandruff”
P&G claims that Head & Shoulders is the world’s largest selling anti-dandruff shampoo. It recently became a $ 1 billion brand. P&G India has in its portfolio P&G’s Billion dollar brands such as Tide, Ariel, Pantene, Whisper, Pampers, Head & Shoulders.