MAM
P&G launches Pantene Long Black Shampoo
MUMBAI: FMCG major Procter & Gamble has announced the launch of Pantene Long Black, a variant of its Pantene Shampoo brand.
Pantene was launched in India in 1995. The company launched Pantene Long Black as research conducted in the small towns and villages of India found that there was a need for a product that would enable the Indian woman to have long, smooth uniformly black hair which does not look dull or faded at the tips. The product, which is grey in colour, contains no artificial hair dyes or colourants. Its new patented pro-vitamin Moist black formula makes hair look naturally dark and healthy. The product penetrates hair from root to tip and the regular use of the product helps repair hair damage and also strengthens hair at the ends.
A TVC to promote the product is already on air on mainstream channels. The ad features a woman laughing as she asks the viewer whether there was any other product that could give the hair a natural colour of black. The company will also do print ads as well as in-store advertising through retail outlets.
The company has brought down Global Pantene artistic director and hair stylist Andy Uffels from Holland to promote the product. He said that the wavy texture of the Indian woman’s hair gave him the opportunity to come up with different ideas.
“Over the seven years that I have closely worked with Pantene I have seen it successfully provide solutions for every hair problem and every hair look that a woman desires whether it be in Europe or Asia. The Indian woman considers long, smooth black hair as the Gold standard and this product will her achieve just that,” he said.
Brands
JK Maxx Paints ropes in Akshay Kumar to boost brand visibility push
Actor’s trust-led appeal set to strengthen connect in décor market
MUMBAI: JK Maxx Paints has signed Akshay Kumar as its brand ambassador, as the company looks to scale up visibility and deepen its connect with consumers in India’s competitive decorative paints market.
The move is part of a broader strategy to position the brand around trust and performance, qualities closely associated with Kumar’s public persona. With a strong connect among Indian households, the actor is expected to help the company strike a more relatable chord with home owners.
Welcoming the partnership, JK Maxx Paints business head white cement and paints Nitish Chopra said, “This partnership marks an important milestone in our journey to scale JK Maxx Paints as a strong, future-ready brand. As we expand our presence across markets, our focus remains on building deeper consumer trust and delivering high-performance solutions. Akshay Kumar’s credibility and widespread appeal make him a powerful partner in amplifying our brand story and strengthening our connect with consumers across India.”
Echoing the sentiment, Akshay Kumar highlighted the brand’s legacy and familiarity among Indian consumers. “Some associations just feel right from the heart. This is one of them. JK Maxx Paints carries a legacy that people already believe in. When a name like JK WallMaxx Wall Putty is so deeply woven into homes, it’s not just familiarity, it’s a sense of comfort and trust,” he said.
Launched in 2023 and backed by the legacy of JK WallMaxx Wall Putty from JK White Cement, the paints business has been steadily expanding its footprint. The company operates a manufacturing facility in Rajasthan and an R and D centre in Navi Mumbai, offering a wide portfolio across interior and exterior paints, textures and waterproofing solutions.
The new partnership will roll out through a multi-platform campaign spanning television, digital, print, outdoor and retail channels.
With a trusted face now fronting its colours, JK Maxx Paints is clearly aiming to paint a bigger picture in India’s home décor market.
