The integrated campaign conceptualised by L&K Saatchi & Saatchi consists four videos propagating the core idea that perfect grooming means no dandruff
BestMediaInfo Bureau | Mumbai | September 7, 2016
Head & Shoulders, a P&G product, has launched a new TV and digital campaign with Ranveer Singh as the brand ambassador. The integrated campaign #DandruffNahiChalega features Singh in four avatars and brings to life the idea that perfect grooming means no dandruff.
Conceptualised by L&K Saatchi & Saatchi, the videos have Singh dancing to the #DandruffNahiChalega move, created by Bollywood choreographer and director Farah Khan. The first video has Singh rehearsing the dance move when he is constantly disturbed by a fellow dancer seeking fashion advice. Finally when the dancer joins Singh on the dance floor, he notices dandruff on the dancer’s shoulders and asks him to use Head & Shoulders. The second film features Singh as a nerd who wanted to ask a girl in his class out but was refused a date because of dandruff. In the third video Singh plays the role of a ‘majnu’ who is rejected because of his dandruff issues. In the final video, Singh urges viewers to get ‘up to 100% dandruff free’ with best ever Head & Shoulders if they want to create a good impression.
Delna Sethna, Chief Creative Officer, L&K Saatchi & Saatchi, said, “Bad grooming habits (read dandruff) and hooking up, it’ll come as no surprise, are inversely proportionate to each other. Now you team this seemingly innocuous proposition with great creative and an actor like Ranveer who’s unafraid to try ‘anything’ and you get one remarkably filmy campaign that we’re launching in true blue Bollywood style. A trailer, foot-tapping naach gaana from Farah Khan and avatars of Ranveer that you best discover online from September 1.”
“It’s a real integrated campaign with TV, print, outdoor and social media working seamlessly together. We hope best-in-class participation and engagement with the brand. The idea is core to the brand benefit and as the leader, only Head & Shoulders has the right to say #DandruffNahiChalega,” said Priyanka Chatterjee, Sr. Vice President, L&K Saatchi & Saatchi.
Commenting on the campaign and the association with Ranveer Singh, Binu Ninan, Associate Marketing Director, P&G (Hair care), said, “We have product level win and with a news as big as the ‘best ever Head & Shoulders, we wanted a campaign that will put the brand at the front and centre of the idea. So when L&K Saatchi & Saatchi came up with the idea built around a dandruff torture test dance move, we knew this is it. Also, having the country’s hottest young actor as the brand ambassador gave us the opportunity to not only talk benefit but also to create a lot of conversation.”
The TVCs and Digital Films:
Brand: Head & Shoulders
Agency: L&K Saatchi & Saatchi
Chief Creative Officer: Delna Sethna
Creative Team: Khatija Beguwala, Shraddha Salaye, Arathi Jayaram
Senior Vice-President: Priyanka Chatterjee
Account Management: Divya Madhavan, Shazia Shaikh, Anushree Bhattacharji
Client’s team: Sweta Mehra, Binu Ninan, Aditi Wahal, Shweta Kannan, Kruti Desai
Agency producer: Divyang Pandya
Production House: Fingerprint Films
Executive Producer: Madhukar Kotian
Director: Farah Khan