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Pantene India unveils revamped brand with ‘Freedom Hair’ campaign

Pantene India has launched a ‘Freedom Hair, a new campaign that has been created by Grey. ‘Freedom Hair’ was conceived after in-depth interviews with girls across India over 18 months. 

A note from P&G said: “The insight is that young girls might not have all the answers to the challenges they face, but they seek to lead their lives differently versus the earlier generation. They want to write their own story.” The campaign uses open hair as a symbol of freedom. 

‘Freedom Hair’ ties into the fact that while girls are generally required to wear their hair in tight braids in school, they can wear it open for the first time when they enter college. The campaign makes a case for young women taking a stand against the more prescriptive aspects of life in India where there are wide ranging social strictures on choice of apparel, education and even marriage. 

Pantene India marketing director Binu Ninan 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 campaign also marks a full-fledged revamp of the Pantene brand. Ninan said: “We designed the new Pantene Advanced Hair Fall Solution so that Indian girls can have more open hair days. We learnt that the biggest obstacle preventing women from leaving their hair open was hair fall, so we created a new formulation aimed at substantially reducing hair fall.”

The campaign repurposes Freedom by Pharell Williams with lyrics by acclaimed Bollywood lyricist Javed Akhtar. 

Apart from the film, Pantene has forged a partnership with an NGO Sattva to help young girls discover a more diverse range of career options through workshops and internships. 

Credits:

Agency: Grey 

Production Co: Merman USA/Stratum India

Director:  Nicole Heiniger

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