Itch you can’t ignore: Sebamed scratches at the truth

Most anti-dandruff shampoos promise flake-free results, but Sebamed is challenging that claim with a new campaign that asks a deceptively simple question, “Does your anti-dandruff shampoo really work? In a category dominated by clinical claims and cosmetic promises, its latest campaign uses humour to highlight a deeper truth about dandruff relief, one that goes beyond flakes to tackle the root of the issue: itchiness and scalp health.

Through a series of three light-hearted films, Sebamed shows how dandruff-related itch can disrupt life’s important moments, from romantic dates and important work interactions to a peaceful yoga session. Each story ends with a moment of clarity: it’s not enough to just look flake-free; real relief means no scratching, no irritation and a healthy, balanced scalp.

“An itchy scalp can be more than just discomfort; it can be embarrassing and distracting, especially in public settings,” Philip Kuncheria, senior vice president and business head, Sebamed said. “Through our campaign films, we’ve brought this insight to life by showing how scalp itch can pull you away from important moments. Our aim is not only to prompt consumers to question whether their current shampoo truly works, but also to present a dermatologically tested solution with Sebamed Anti-Dandruff Shampoo,” he added.

At the core of the campaign is Sebamed Anti-Dandruff Shampoo that claims to address both visible flakes and underlying irritation, protecting the scalp microbiome and offering lasting relief from dandruff and discomfort.

“Anti-dandruff campaigns tend to be rhetoric and we didn’t want to go down the clichéd route of showing flakes on shoulders. Instead, we focused on something most people actually deal with — the constant itch. It’s awkward, it’s distracting, and it’s often overlooked. That’s the real enemy. The idea was to use humour and relatability to drive home a very real insight, while staying true to the science-backed care that Sebamed is known for. We wanted to start a conversation that’s honest and rooted in dermatological truth — not just marketing fluff,” said Sachin Kamble, chief creative officer at Leo – South Asia.

Campaign’s take: Sebamed isn’t here to sprinkle snowflakes on shoulders. Its latest campaign lobs a pointed question into the shampoo aisle: “Does your anti-dandruff shampoo really work?” In three tongue-in-cheek films, we meet characters who can’t keep their hands off their heads—a yoga student contorting to scratch, a museum curator haunted by prickly art, and a woman on a date sneaking under the table for relief. The itch, quite literally, is ruining the moment.

This isn’t just comic relief—it’s strategic clarity. Sebamed calls out the surface-level promises of most anti-dandruff players, steering the conversation away from flaky shoulders to scalp health. The star of the show? Its pH 5.5 anti-dandruff shampoo, which claims to soothe irritation while restoring the scalp’s natural balance.

By ditching the tired dandruff tropes and leaning into awkward, relatable scenarios, the campaign swaps sterile science-speak for wit and realism. It asks not just if your shampoo clears flakes, but whether it leaves you unbothered—itch-free and socially intact. Because if you’re scratching in yoga or under dim sum tables, it might be time to reassess what “relief” really means.