~ Driven by consumer insights, this digital campaign by Head & Shoulders, India’s No. 1 Anti-Dandruff Shampoo brand, centers on hair hygiene habits and cutting hair at-home during the lockdown, by being #DandruffFreeForever with a dandruff-free scalp ~
Head & Shoulders, one of India’s leading anti-dandruff hair care brands, recently launched the #ScalpSwag online challenge based on findings of consumer behavior 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 home remedies / solutions for dandruff and itchy scalp, due to build-up of grime and much more stress leading to a scalp condition, which indeed causes or heightens dandruff.
Superstar 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. Bollywood actress Disha Patani also took the challenge and pulled off scalp-brave braids at-home.
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. 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.
On-screen and off-screen couple, Kriti Kharbanda and Pulkit Samrat, who have been spending more time together during the lockdown, also created unique scalp revealing looks at-home. Pulkit posted about the ‘hair-raising’ chemistry between the duo, and Kriti confessed to having styled Pulkit’s hair into a dapper spiky-hairdo on his persistence, while opting for a bolder take on conventional plaits for herself.
The #ScalpSwag challenge encourages being #DandruffFreeForever with an effective anti-dandruff product range, such as Head & Shoulders, to tackle dandruff, grime and stress. While the challenge has already received a considerable user response, Head & Shoulders continues to encourage consumers to participate in the challenge, share their entries and show off their #ScalpSwag at-home!
Instagram Links
Kriti Kharbanda - https://www.instagram.com/p/
Pulkit Samrat - https://www.
About Head & Shoulders
When Head & Shoulders was launched in 1961, it was the first time people had experienced the powerful dandruff eliminator, ZPT. Fifty years later, as the world's No.1 shampoo, the brand is still innovating and leading the way in hair care that gives you confidence. Clinically tested over 200 times, Head & Shoulders is the most tested* and most trusted anti-dandruff shampoo.**
*based on published studies **P&G calculation based on Nielsen sales information
About Procter & Gamble
Procter & Gamble serves consumers in India with one of the strongest portfolios of trusted, quality, leading brands, including Vicks ®, Ariel®, Tide®, Whisper®, Olay®, Gillette®, AmbiPur®, Pampers®, Pantene®, Oral-B®, Head & Shoulders® and Old Spice®.
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