MAM
P&G ‘takes it off’ with Preity Zinta
MUMBAI: FMCG manufacturer Procter and Gamble (P&G) has announced a new product Head & Shoulders with VitaZinc. A company release claims that the product gently conditions the scalp, fights and helps remove the five signs of dandruff, to give the consumer beautiful, healthy looking and dandruff-free hair
A new advertising campaign for Head & Shoulders featuring Head & Shoulders brand ambassador and actor Preity Zinta will break nationally. The campaign which was shot in Bangkok by ad agency Saatchi & Saatchi, takes viewers into Preity’s bathroom. She teasingly says, “Today I will take off everything”, followed by Head & Shoulders with VitaZinc shown to ‘take off’ her ‘five signs of dandruff’.
The Take It Off campaign will be complemented with 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. Preity recently joined Head & Shoulders’ international league of celebrity endorses which included Hollywood Star Salma Hayek, Courtney Cox of Friends fame, Ajay Jadeja and Pooja Batra who have endorsed Head & Shoulders in India in the past.
Research conducted by P&G experts reveals that almost 50 per cent of Indian dandruff sufferers are troubled by the five signs of dandruff – flakes, irritation, itchiness, dryness and oiliness daily, aggravated by external and internal factors such as hectic lifestyle, pollution, etc. Having discovered this key finding, P&G’s expert scientists developed Head & Shoulders with VitaZinc.
Zinta says, “Head & Shoulders with VitaZinc has helped me look and feel my best 24 x 7. There’s more to dandruff than meets the eye – it actually has five dreadful signs; firstly, the flakes in your hair and on your clothes, dryness of the scalp, a resultant itchiness, oiliness in the hair and an overall gnawing irritation that affects your appearance and mood both. Based on my excellent experience with the product, I urge all my fans to use Head & Shoulders with VitaZinc to enjoy total freedom from the five signs of dandruff”
P&G claims that Head & Shoulders is the world’s largest selling anti-dandruff shampoo. It recently became a $ 1 billion brand. P&G India has in its portfolio P&G’s Billion dollar brands such as Tide, Ariel, Pantene, Whisper, Pampers, Head & Shoulders.
Brands
Lotus Herbals unveils HydroActivated sunscreen with high-impact campaign
Harnaaz Sandhu fronts digital push spotlighting breakthrough sun care tech
MUMBAI: Lotus Herbals has rolled out a high-decibel marketing campaign to introduce what it calls India’s first hydro-activated sunscreen, aiming to reshape how consumers think about sun protection.
At the centre of the launch is the Safe Sun HydroActivated Sunscreen SPF 50+ PA+++, a formulation built on a patent-pending Hydrosome Technology that activates on contact with moisture. Unlike conventional sunscreens that can weaken with sweat, this product is designed to do the opposite, boosting protection when the skin is exposed to water or perspiration.
The campaign is led by Harnaaz Sandhu and is being amplified across OTT platforms, social media and outdoor locations in key metro cities. The brand film takes a light, relatable approach to everyday sunscreen struggles such as uneven application and fading protection, while positioning the new product as a reliable, high-performance alternative for active lifestyles.
Beyond its core technology, the sunscreen features next-generation UV filters and Edelweiss Flower Extract, offering hydration alongside protection. The formula claims up to 10 hours of water resistance and even, all-round defence against sun exposure and tanning, targeting consumers who want both skincare and performance in one product.
Speaking about the launch, Lotus Herbals chairman and managing director Nitin Passi said, “We are excited to launch India’s first sunscreen with hydroactivated technology which is our most innovative product launch. This isn’t just a sunscreen; it’s a technological breakthrough that utilises a novel manufacturing process. We’ve created a product that stays invisible on the skin yet becomes a performance powerhouse when the user is most active.”
Sharing her experience, Lotus Herbals brand ambassador Harnaaz Sandhu said, “I am thrilled to be associated with Lotus Herbals Safe Sun for their new sun protection campaign. In my world, there is no room for shortcuts, and I need functional and reliable products that work as hard as I do. The hydroactivated sunscreen is a game-changer because it blends with my skin and protects me better when I’m pushing my limits.”
The campaign is being distributed across platforms including JioStar connected TV integrations and ZEE5, along with television placements such as Sa Re Ga Ma Pa in West Bengal. A large influencer push involving over a thousand creators, along with in-store branding and retail activations, is also part of the rollout.
With a blend of science-led positioning and mass-market storytelling, Lotus Herbals is betting on innovation to stand out in the crowded sun care segment, hoping its moisture-powered promise strikes the right chord with today’s always-on consumers.
