P&G has signed on Saif Ali Khan as its new male brand ambassador for Head & Shoulders shampoo. The new ad campaign has been created by Saatchi & Saatchi. Khan will now be seen alongside Kareena Kapoor, who was already on board as ambassador for the shampoo, since late last year. The duo will be featured in a TVC that will be aired from 1 August, 2008.
The TVC opens to Saif Ali Khan, whose thoughts seem to be occupied with his lady love Kareena Kapoor blowing kisses to him. Realising that his mind's getting too lost in Kareena's thoughts, he decides that he won't let her be the only thing on his mind. He drags all thoughts away from her to his other passions and hobbies, like driving a sports car, strumming away on an electric guitar or his dream of batting for the Indian cricket team.
The campaign highlights Head & Shoulders' underlying theme: that Saif can think and dream about all his passions, because Head & Shoulders helps keep his mind away from all anxiety related to dandruff. Not only does Head & Shoulders get rid of dandruff, but also prevents it from coming back. At the end of the commercial, Saif encourages viewers to remove all thoughts of dandruff from their minds and think freely about their passions, since Head & shoulders will keep dandruff at bay.
Says Vidya Murthy, Brand Manager, Head & Shoulders, “Saif is a natural fit for Head & Shoulders as he epitomizes today’s style & also represents the youth, who are constantly multi tasking, have varied interests & many passions and therefore do not want to worry about dandruff. Head & Shoulders gives you the freedom to be yourself by helping to eliminate the anxiety of dandruff by not only fighting dandruff, but also preventing it from coming back.”