Head & Shoulders #ScalpSwag challenge receives 30 million+ views

Driven by consumer insight, this digital campaign by Head & Shoulders centres on hair hygiene habits and cutting hair at home during the lockdown by being #DandruffFreeForever with a dandruff-free scalp

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Head & Shoulders #ScalpSwag challenge receives 30 million+ views

Head & Shoulders, an anti-dandruff hair care brand from Procter & Gamble, recently launched the #ScalpSwag online challenge based on findings of consumer behaviour during the lockdown, with restrictions on various amenities. The research outlined insights about consumers being unable to care for their hair adequately with not enough time at-hand; no access to hair experts for their regular haircuts and trims; hike in online consumer searches for cutting hair at-home and dandruff solutions, due to cases of heightened dandruff showing-up with build-up of grime and much more stress.

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Bollywood actor Ranveer Singh participated in the challenge with his original ‘Scalp Wala Rap’. The actor phrased his recent experience during the lockdown, where his hair began growing out and he couldn’t visit his trusted stylist, but being dandruff-free at home with Head & Shoulders made him brave enough to take the challenge.

The #ScalpSwag challenge videos explain the discomfort and irritation caused by dandruff, where Head & Shoulders can be a means to get rid of up to 100% dandruff and hence the participants’ hair get transformed into scalp-revealing hairstyles, all of which can be pulled off easily at home by oneself. Bollywood actress Disha Patani also took the challenge and pulled off scalp-brave braids at home. The line-up of over 30 participants included celebrities like Sara Ali Khan, Sonam Bajwa, Sunny Singh, Aparshakti Khurana, Karan Tacker, Kriti Kharbanda, Pulkit Samrat, Anita Hassanandani, Jay Bhanushali, Bani J, Varun Sharma and Akansha Ranjan Kapoor.

Binu Ninan, Senior Brand Director, Hair Care, P&G Indian Sub-Continent, said, "Head & Shoulders understands the dandruff-sufferer’s needs and habits. We have observed an increase in online searches for hair concerns, specially cutting hair at home and dandruff.  We wanted to reach out to the consumers and express that it is possible to be scalp-brave with an effective anti-dandruff solution. Head & Shoulders is thrilled to have Ranveer Singh on board.”

The #ScalpSwag challenge encourages being #DandruffFreeForever with an effective anti-dandruff product range, such as Head & Shoulders, to tackle dandruff, grime and stress. During the lockdown, the brand has been in close communication with consumers, responding to their needs and issues. The brand also conducted a Scalp Talk with in-house expert, hair and make-up artist Elton Fernandez, who addressed the many hair and scalp problems that the consumers have been facing during the lockdown. The #ScalpSwag challenge was initiated by Elton, who challenged others to be scalp brave.

While the challenge has already received 30 million+ views overall (20 million+ views on Instagram alone) and a considerable user response, Head & Shoulders encourage consumers to participate in the challenge, share their entries and show off their #ScalpSwag at-home!

Ranveer Singh:


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Sara Ali Khan:


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Disha Patani:


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Head & Shoulders #ScalpSwag