FMCG major Procter & Gamble (P&G) India plans to woo consumers towards its latest Pantene Hair Fall Control shampoo through a series of television and print ads in a few days.
The campaign would not use any celebrity for the promotion of the new product and, instead feature a normal Indian middle-class model, said Rahul Malhotra, Country Marketing Manager, after formally launching the product, here today.
Pantene enjoys a market share of 7.5 per cent. The shampoo business of the company has an annual turnover of Rs 200 crore. With the objective to increase the sales volume, the company has recently slashed prices by 16 per cent. The hair-loss control shampoo would be priced at Rs 98 for a 200-ml bottle and Rs 51 for a 100 ml, he added
Addressing a press conference Malhotra said the new Pantene Hair Fall Control has been designed with Pro Vitamin B5 and conditioning solutions that work intensively on the hair shaft. “These protect the hair from damage and control hair fall by almost 50 per cent,” he claimed. The group has been anticipating good response from the market.
P&G India has an annual turnover of Rs 800 crore and has a good presence in the shampoo segment with products like Pantene, Rejoice and Head & Shoulders.