Silk-n-Shine, a post-wash hair conditioner from Marico, is unveiling a new campaign targeting the modern-day young working woman from September end. With Katrina Kaif as the brand ambassador, the campaign will be carried out extensively on TV along with some presence in print.
Silk-n-Shine aims to stress on the fact that it can give the user ‘Parlour like Silky hair’, which should appeal to the busy working woman who wants to look well groomed but doesn’t have the time to indulge in parlour pampering.
Sameer Sathpathy, Category Head, Marico Ltd said, “It is undoubtedly extremely difficult to break into the Indian woman’s hair care ritual. Despite that, the conditioner market is finding innovative ways to break into her rituals and convince her otherwise. So we have signed on supermodel and popular Bollywood actress Katrina Kaif as brand ambassador to establish our fundamental proposition of ‘Parlour like Silky hair’.”
The campaign tries to break the belief that it requires time, effort and money to get silky hair, with Kaif denying the same as she has Silk-n-Shine, which gives her that edge with just a few drops in five minutes and also at a fraction of parlour prices.
Sathpathy further said, “Katrina Kaif is a true representation of our brand’s value as a young woman of today who is pressed for time, wanting to pack her 24 hours with everything possible without compromising on looking and feeling good.”
The campaign, expected to be on air for two months, has been created by Ambience Publicis.