Procter & Gamble (P&G) has signed on actor Preity Zinta as the new ambassador for its Head & Shoulders anti-dandruff shampoo. Preity is set to appear in the brand’s new advertising campaign created by ad agency Saatchi & Saatchi and shot in Bangkok.
The anti-dandruff shampoo market in India is pegged at Rs 266 crore, about quarter of the Rs 1,100-cr shampoo market. Previous brand ambassadors of Head & Shoulders include Courtney Cox Arquette, Salma Hayek, Ajay Jadeja and Pooja Batra. Ms Zinta will also be part of a host of P&G ground level promotional gimmicks.
"I only associate myself with products I believe in and would like to tell my fans that truly, Head & Shoulders not only removes dandruff, but also keeps hair incredibly soft and beautiful all day long," said Ms Zinta at a press meet on Tuesday.
Head & Shoulders recently became a $1 billion brand in sales terms, claiming to be a market leader of its segment in over a hundred countries. In India, while the total shampoo market grows at 7 per cent annually, the anti-dandruff shampoo segment grows at 15 per cent. Head & Shoulders was launched in India in 1996, and is now available in five variants.