Head & Shoulders has launched a #ScalpSwag challenge campaign.
The campaign is based on the insight that consumers are unable to care for their hair adequately during the pandemic leading to cases of dandruff showing-up.
Conceptualised by Autumn Grey and Madison PR, the campaign consists of a film uploaded by Ranveer Singh on his Instagram handle. He raps and explains his recent experiences during the lockdown.
The campaign also consists of films featuring Disha Patani and Sara Ali Khan among others.
Binu Ninan, senior brand director, Hair Care, P&G Indian Sub-Continent, said, "Head & Shoulders understands the dandruff-sufferer’s needs and habits. We have observed an increase in online searches for hair concerns, specially cutting hair at-home and dandruff. We wanted to reach out to the consumers and express that it is possible to be scalp-brave with an effective anti-dandruff solution. Head & Shoulders is thrilled to have Ranveer Singh on board.”