Head & Shoulders all set to bowl over Indian men in new tv campaign via L&K Saatchi & Saatchi

Head & Shoulders, P&G’s largest shampoo brand globally has launched a new campaign aimed at the cricket obsessed Indian guy.

Created by L&K Saatchi & Saatchi, this cricket commentary inspired campaign hopes to stand out in the clutter of cricket-style communications.

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The TVCs narrate the story of dandruff foiling a budding attraction at various situations, from a sangeet ceremony to a house party and even an elevator. Till H&S comes to the poor guy’s rescue and saves the day for him.

Binu Ninan, Brand Manager, P&G (Hair care) said, “H&S is a huge brand for P&G and we continue to be a favorite among Indian men. This time, we wanted a campaign that talks the brand message in the language of the H&S user and hence engages and connects with him, and what better than adding a little flavor of cricket. We have a holistic plan to drive this across relevant touch points.”

Talking on the inception of the idea, Delna Sethna, Chief Creative Officer, L&K Saatchi & Saatchi, says, “The biggest creative challenge was to be disruptive, yet be relevant. Boy meets girl… boy loses girl, thanks to dandruff… boy reunites with girl, thanks to H&S… All pretty linear till you need to add cricket in to the mix, but we managed to get it right in the end… I’m thinking.”

Priyanka Chatterjee, Vice President, L&K Saatchi & Saatchi explained that while the TV spots will be played in commercial breaks during the India-South Africa series, there’s an exciting engagement plan on social media. “We all know how popular Dubsmash is today so amplifying this commentary idea through this tool, with exciting influencers should be fun…we are hoping to get a lot of participation,” she adds.

Now it’s time to see if Head & Shoulders becomes the Man of the Match for the guys here!

Credits –

Clients: Binu Ninan, Deepak Gopal, Kruti Desai