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Akshay Kumar turns director for Streax’s new campaign

The campaign conceptualised by Lowe Lintas and LinTeractive has the core insight that there is a hero in each of us and the need is to transform into one when needed the most

BestMediaInfo Bureau | Mumbai | September 21, 2016

Streax Click on the Image to watch the TVC.

The new campaign by Streax is based on the core premise that there is a hero in each one of us, but when and under what circumstances we bring it to the fore is what defines an individual. The hair colour brand from Hygiene Research Institute Pvt Ltd (HRIPL) addresses the need to transform oneself into a hero in the fastest possible time in the latest campaign for its product Streax Insta.

Conceptualised jointly by Lowe Lintas and LinTeractive, the creative and digital arms of MullenLowe Lintas Group, the campaign created quite a buzz on social media when they unveiled a still image of Akshay Kumar posing as a director and followed it up with a four-second video where he is shown directing a vital scene using the title #AkshayBanaDirector. The image and the video were a precursor to the launch of the integrated campaign that went live on September 14. The film shows Akshay Kumar directing a film. He notices that the hero of the film has grey hair and advises him to use Streax Insta to bring out the hero in him instantly.

Ashish K Chhabra, Jt Managing Director, HRIPL, said, “Streax Insta was launched in 2014 and currently contributes to almost 25 per cent of our Streax portfolio. Our ambition is to treble the share in the next two years. We signed Akshay as his appeal in our key markets is immense. At the time of re-launch, our one-line brief to the agency was how to drive the 10-minute proposition forward. The initial response to the campaign has been outstanding, and we are excited with the feedback that it has managed to generate to date.”

Arun Iyer Arun Iyer

Highlighting the creative stance undertaken for the campaign, Arun Iyer, CCO, Lowe Lintas, said, “We took a populist creative twist for this one. In India, grey hair = babuji. And we had the potent creative mix of Akshay Kumar and director Abhinay Deo, and what emerged was a refreshing piece in this category. Akshay in a new avatar as a director, championing every hero’s dream. Just enjoy some of the best of Akshay on “doh doh babuji”!

The TVC:



Client: Streax

Creative Agency: Lowe Lintas

Digital Agency: LinTeractive

Creative: Arun Iyer, Mustafa Rangwala, Reuben Karkaria, Seema Shetye, Pradnya Raut, Shomali Partagalkar

Account Management: Anaheeta Goenka, Sumanta Ganguly, Adhideb Ghosh, Hardik Joshi, Rekha Merchant

Planning: Shweta Bhatnagar, Chandni Oza

Production House: RDP

Director: Abhinay Deo

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