Bumrah bowls over grooming as Streax unveils super fast colour twist

MUMBAI: If grooming had a power-play over, Jasprit Bumrah has just opened the innings, this time with a burst of colour rather than a burst of pace. Streax, one of India’s leading hair colour and care brands under Hygienic Research Institute, has signed the fast-bowling phenomenon as the face of its latest innovation: Streax Shampoo Hair Colour, a super speedy formula that colours hair in just five minutes.

The partnership is being rolled out through a zingy new campaign, “Main Fast, Streax Super-Fast,” mirroring the ace bowler’s trademark attributes speed, precision and consistency with the product’s promise of quick, high-quality grooming. Where Bumrah delivers toe-crushers, Streax promises time-crushers, claiming to redefine how India colours its hair.

Bumrah’s disciplined persona and mass appeal form a natural match for a product built on fuss-free grooming. The new TVC brings this synergy alive with a sleek, performance-driven narrative that pitches the shampoo-based colour not just as a convenience hack, but as a smarter, sharper way to stay stylish.

Priced from Rs 15, Streax Shampoo Hair Colour aims to make quick grooming more democratic, accessible and modern. With its shampoo-like application and five-minute turnaround, the brand is doubling down on its leadership across West, North and East India while courting millions of Indians seeking fast, flawless results.

HRI Sr VP Marketing Priyancka Puri said the association perfectly captures what the brand stands for: “Today’s consumers want beauty, confidence and instant glamour. Streax Shampoo Hair Colour delivers gorgeous colour in minutes without compromising on shine or quality. Bumrah’s precision and high-impact presence make him the perfect fit for our ‘Main Fast. Streax Super-Fast.’ vision.”

Bumrah, represented by Rise Worldwide, echoed the sentiment, saying the collaboration aligns naturally with his own ethos: “Consistency defines everything I do whether it’s my game or how I present myself. Main fast, Streax super-fast is definitely a vibe I connect with.”

The campaign will roll out across television, digital and social platforms, featuring Bumrah in a bold, contemporary avatar that blends speed, confidence and effortless cool much like the product itself. As Streax sets out to shake up India’s grooming habits, it seems the brand has found its perfect pace-setter.