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
Raj Cooling Systems launches Agreyas appliances brand
Emraan Hashmi named brand ambassador for consumer appliance push.
MUMBAI: A company known for cooling solutions is now heating up its ambitions in the home appliances market. Raj Cooling Systems Pvt. Ltd. has launched a new consumer appliances brand, Agreyas, marking its entry into India’s rapidly expanding home appliances sector valued at more than Rs 1.5 lakh crore. The move represents a strategic diversification for the company, which has traditionally focused on cooling solutions for residential, commercial and industrial applications. Through Agreyas, the firm plans to tap into growing consumer demand for energy efficient and technology driven household appliances.
To build brand visibility, Agreyas has appointed Emraan Hashmi as its brand ambassador. The campaign has been developed under the banner of Zoommantra Productions, with actor and filmmaker Rohit Roy contributing to the creative direction.
The brand’s initial portfolio will include mid premium air conditioners, washing machines, geysers and other white goods designed to cater to modern Indian households seeking efficient and reliable appliances.
Raj Cooling Systems, founder and chairman Kalpesh Ramoliya said the launch aligns with the company’s broader expansion plans.
“The launch of Agreyas is in line with our vision to build a strong presence in India’s consumer electronics and home appliances market. The brand has been developed as a standalone identity to meet the evolving needs of Indian consumers,” he said.
Hashmi said the collaboration comes at a time when Indian buyers are increasingly looking for innovative and functional home solutions.
“I’m looking forward to working with Agreyas at a time when consumers are seeking more innovative and efficient home products. The brand reflects changing consumer behaviour around functionality, innovation and ease of use,” he said.
Raj Cooling Systems plans to invest around 10 million dollars in developing the brand, with an additional 5 million dollars earmarked over the next three to five years for product development and distribution expansion.
Agreyas will follow a multi channel distribution approach, selling through online platforms, retail outlets and dealer networks aimed at both urban and semi urban markets across India.
With the launch, the company is positioning Agreyas as a standalone consumer facing brand while continuing to leverage its existing manufacturing, engineering and research capabilities built through its core cooling solutions business.
