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.

 

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.

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.

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.

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