Head & Shoulders: For him, for her
Latish Nair, Anupama Biswas, Rajiv Darshi, Rahul Upadhyaya, Vandana Mehra, Sangram Patil
Campaign details
Brand owner: Procter & GambleAgency: MediaCom IndiaBrand: Head & ShouldersCountry: IndiaChannels used: Online
Executive summary
While the Head & Shoulders brand was popular among the male audience in India, it was unable to build a strong equity among females, largely on account of the harshness it was associated with by virtue of being a strong anti-dandruff shampoo.
While men and women faced similar dandruff-related hair issues, the outcome they desired...