Streax uses Shah Rukh Khan to redefine sexy

Watch the film conceptualised by Lowe Lintas here

Jul 02, 2021 02:05:00 PM | Video | Campaign India Team

Streax India has rolled out a music video with an aim to redefine the term sexy as ‘streaxy’.
Conceptualised by Lowe Lintas, the video encourages people from all walks of life to own their style and be streaxy
The film opens up with Shah Rukh Khan grooving to an upbeat song, asking users to be streaxy, irrespective of their style. The lyrics go by 'Raho streaxy' (stay streaxy). 
Ashish K. Chhabra, joint managing director, Hygienic Research Institute, said, “People have loved SRK for over decades and even today, emulate his style, his songs and his dialogues. ‘Streaxy’ can become the new mantra for SRK lovers across the globe. At Streax, we are energised about our partnership and strive to deliver modern and quality hair solutions that solve consumer challenges in the most effective manner.”
The music video is a part of Streax’s hair colour shampoo campaign and is being aired across digital channels in key Indian markets.