Streax, from the Hygienic Research Institute stable, has rolled out a campaign, marking its newly announced partnership with actor Shah Rukh Khan. Conceptualised by Lowe Lintas, the film aims to motivate men to turn on their SRK-like charm with Streax's shampoo hair colour.
The film features a couple getting ready to go to an event. As the husband gets ready, he notices grey strands of hair, which lead him to moments of self-doubt. His wife asks him to let it go, mocking him saying he anyway wouldn't be able to pull off a Shah Rukh Khan-like look in under five minutes. He then walks away and comes across Streax shampoo hair colour which gives him the look that he desires.
The film ends with the wife smitten with the man in front of her, who looks exactly like SRK and they walk away together.
Ashish K. Chhabra, joint managing director, Hygienic Research Institute said, “We all have lived Shah Rukh Khan during our younger days, and even today we try to emulate him - be it his successful journey or style. At Streax, we are very excited about our partnership with SRK as we inch a step closer to enhancing the consumer’s lifestyle and confidence with cutting-edge premium hair-care products. A consumer’s fast-paced life and lifestyle changes resulting in early hair greying demand modern, quick and quality solutions and we are committed to solving these challenges in the most efficient ways.”
The campaign is being aired across all key Indian markets.