AMBIPUR: A LIVE EXPERIMENT
WITH THE TOUGHEST AUDIENCE EVER

To prove that Ambipur air fresheners really work, we conducted a live experiment with the most brutally honest & critical focus group we could find: kids.
We filled an empty room with smelly stimulants like fish, garbage & soiled clothes, while the kids watched on from an adjoining room, aghast. Next, we sprayed Ambipur and brought the kids in, knowing they'd say the darnedest things.

 

Pantene change the way you wash your hair
AMBIPUR KIDS EXPERIMENT

Creative Directors - Ayesha Bedi, Tejali Shete
Associate Creative Directors: Dipti Deorukhkar & Purwa Sali

HITTING A HIGH NOTE IN INDONESIA

We collaborated with Indonesia’s most popular singer, Anggun to create a song that epitomized everything about the Pantene woman. We ended up with an anthem that the country couldn’t get enough of.

Siapa bilang gak bisa
PANTENE #WHO-SAYS-WE-CAN'T ANTHEM

Executive Creative Director: Javier Bonilla
Creative Directors: Ridward Ongsano & Ayesha Bedi
Associate Creative Director:  Halina Santiago
Copy: Miranda

PANTENE: ASK ME ANYTHING 
DIGITAL INITIATIVE

How do you appeal to a generation that questions everything and regards every ad you create with a copious amount of suspicion?
With an Ask-Me-Anything initiative led by key influencers that support your brand. 
Lisa Haydon & Shibani Dandekar faced the onslaught of questions consumers had posted for them on social media on all things hair & Pantene related. 
Their responses were put out as digital films.

Pantene Lisa Haydon
PANTENE DIGITAL FILM

Creative Director - Ayesha Bedi
Associate Creative Directors (Art): Purwa Sali, Dipti Deorukhkar

INDONESIA WOMEN DIDN'T USE CONDITIONER UNTIL THEY SAW THIS. 

How do you get women excited about a new leave-on conditioner when they don’t even use a regular one? Take a look at how we used local insights & trending hashtags to convert one of Pantene’s biggest challenges into a mammoth success.

Pantene Perfect On
PANTENE PERFECT ON

Creative Directors - Ayesha Bedi;  Ridward Ongsano 
Associate Creative Director: Halina Santiago 
Art Director & Illustrator: Thaniya Davia

© 2020 by Ayesha Bedi