P&G has launched a new shampoo under its Head & Shoulders (H&S) brand called New Best-Ever Head & Shoulders with Advanced VitaZinc system. To announce the new release, P&G has unveiled a new action-packed animated commercial with Preity Zinta playing a sci-fi warrior woman.
The objective of the campaign was to communicate the effectiveness and gentleness of the new H&S shampoo. But the challenge for the ad agency Saatchi & Saatchi was to find out how to best communicate the power and beauty in a creative, action-packed manner.
After several brainstorming sessions a germ of an idea was sown by the agency on personifying the brand Head & Shoulders as a ‘Warrior Woman’ in order to combine the versatile attributes of power and beauty that the brand (and Zinta) embody. The reference used for the ‘Warrior Woman’ copy was lots of action movements, with a mixture of sci-fi action and Chinese martial arts.
This is the first time Zinta has been involved in an action-cum-animated copy for H&S. Her past commercials for H&S have been very beauty-oriented with a realistic scenario, portraying her grace and poise.
The ad was shot in Bangkok and Zinta experimented with different poses, expressions and actions, till she could get every shot right. Since the entire film was shot behind a blue screen, her challenge was to fully exploit her power of imagination to visualise what is happening around her and perform accordingly for the camera.
Sharing the perspective Anantha Nayak, Marketing Manager, P&G Beauty, said, “Zinc is no longer just a mineral renowned for its healing benefits; the supercharged New Head & Shoulders’ advanced VitaZinc system has made this vital mineral into an essential beauty fix. With a new product and a new Preity Zinta campaign, we hope consumers will experience the benefits that the number one anti-dandruff shampoo in India provides, and enjoy great looking, healthy, smooth hair.”
Speaking on her new on-screen action-packed role in the Head & Shoulders film, Zinta said, “Being associated with Head & Shoulders, the world’s No. 1 anti-dandruff shampoo has a true delight and in my latest on-screen role my fans will see me in a new action-packed avatar where I play a powerful warrior like the New H&S with advanced VitaZinc system, which removes more dandruff in one wash than ordinary shampoos do in three washes. I urge my fans to try the new best-ever product, and get dandruff-free, beautiful hair all day, and stay head and shoulders above the rest.”
Zinta’s role as a sci-fi warrior in the new action-cum-animated Head & Shoulders campaign will be complemented with attractive point-of-sale materials featuring, on-air and on-the-ground promotions and a host of other marketing initiatives to educate consumers about the five signs of dandruff. Besides Zinta, Head & Shoulders has been endorsed by Hollywood star Salma Hayek, Courtney Cox of ‘Friends’ fame, US TV star Rina Sofres, Ajay Jadeja, and Pooja Batra, among others.