Pantene has rolled out a campaign titled 'Freedom Hair' which has been conceptualised by Grey Worldwide.
The campaign consists of a film which urges young women to write their own story. It's compared to how girls are urged to tie their hair in school, but can have open hair thereafter and take on whatever career choice they wish to. It features eight women across various occupations who are making a mark for themselves in unchartered territories.
Binu Ninan, marketing director, Pantene India, said, "Open hair is much more than a hair style, it is a feeling that women wear, a feeling of freedom and endless possibilities. When one girl told us that her open hair felt like a superhero cape, we knew we were onto something powerful. It is not something that is obvious, but the power of open hair can truly enable her to create her own path. This led to the idea: ‘your life is an open-ended story; it starts with open hair’, and the accompanying hashtag #FreedomHair.”
The film also has Hindi and Tamil edits.
Client: PanteneCreative agency: Grey Worldwide
Production House: Merman USA, Stratum India
Director: Nicole Heiniger
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Watch the film conceptualised by Arms Worldwide here