2016 Winners & Shortlists

The Campaign

The film is very interestingly weaved around the story of how regular shampoos contain detergent based cleansers and can harm your hair. Most Shampoos have chemicals called Sulfates which make them chemically similar to laundry detergents and drain cleaners, damaging your hair with every wash. Hence the creative hook was to use a washing machine and create that shock value with the consumer. The single minded message being don't use regular shampoos opt for the sulfate free hair cleansing milk the gentle way of caring for your hair. And in this way educate the consumer and create buzz around 'shampoo replacement' as a new revolutionary concept. The film starts with the long shot of a washing machine and a stark close up reveals that hair are being washed in it! We then reveal the main female protagonist disgruntled with her bad hair and in distress. She is seeking a solution followed by product introduction and usage. Followed by a series of beauty shots that showcase the protagonist's beautiful hair and a quirky end where we show the deserted washing machine and the protagonist glancing at it in a naughty way. The main objective of the ad was to educate the consumer about 'Shampoo Replacement'.