Streax, the hair colour and care brand from Hygienic Research Institute (HRI), has named Jasprit Bumrah as the product ambassador for Streax Shampoo Hair Colour, its latest format designed for quick and convenient application. The association is being introduced through the new campaign titled 'Main Fast, Streax Super-Fast', which underlines themes of speed, confidence and everyday style for a broad consumer base.
Bumrah, widely recognised for his pace, consistency and disciplined approach to cricket, reflects the product’s focus on rapid and dependable performance. His public image aligns with Streax Shampoo Hair Colour’s positioning around quick results delivered without compromising quality. By anchoring the campaign in Bumrah’s persona, the brand aims to communicate a straightforward proposition: efficient grooming that keeps pace with the speed of contemporary lifestyles.
The television commercial, built around the campaign idea 'Main Fast, Streax Superfast', uses a concise narrative to highlight the product’s ease of use and fast results. Instead of focusing solely on convenience, the ad positions speed as a marker of smart grooming, presenting quick hair colouring as a practical choice for consumers who manage busy routines while maintaining a polished appearance.
Streax Shampoo Hair Colour is priced from INR 15 and uses a shampoo-like format that enables application in five minutes. This structure aims to remove common entry barriers to hair colouring by making the process more accessible. The brand reports strong presence in West, North and East India and plans to further expand reach by promoting the format as an everyday grooming solution rather than a specialised or time-consuming activity.
According to Priyancka Puri, sr vp marketing at Hygienic Research Institute, Bumrah’s association strengthens the brand’s messaging as it focuses on confidence and simplicity in personal care. She noted that consumers increasingly prioritise immediate results and minimal effort in their grooming routines, and the shampoo hair colour format responds directly to that expectation. Puri added that Bumrah’s precision and high-impact professional identity make him a suitable representative for a product built around speed and reliability.
Bumrah, who is represented by RISE Worldwide, said the collaboration aligns with his emphasis on consistency, both on and off the field. He described the product’s quick results as consistent with the pace at which he operates, and noted that the campaign sentiment 'Main fast, Streax super-fast' resonates with his approach to presentation and performance.
The 'Main Fast, Streax Super-Fast' campaign will run across television, digital and social media channels. The brand intends to present Bumrah in a contemporary and confident style that reflects its broader vision: combining efficiency, ease and strong visual impact. Through this association, Streax aims to reinforce its leadership in the quick-application hair colour category and build relevance among consumers seeking simple and time-efficient grooming options.
