Ayesha Bedi
GOING FOR GOLD
We managed to take Pantene out of the supermarket and into specialty & high-end department stores with the luxe Gold Series initiative. From stunning packs to bringing together two of Indonesia's biggest stars, our communication & design strategy changed the game for Pantene as well as consumers seeking top-of-the-line haircare.
HOW BRAIDS & BUNS MADE A COMEBACK THANKS TO SOCIAL LISTENING
Top knots, braids, tight ponytails. 2019 was the year of 'hairstyles'. At least that's what our social listening tools revealed. Except, while women spent hours online discussing & looking for these styles, they were rarely attempting them for the fear of hair fall. Until, of course, we stepped in.
INDONESIAN 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.
AND YOU THOUGHT IT WAS ONLY TALENT
THAT PUTS K-POP STARS IN THE SPOTLIGHT
MAC's range of Lightful-C primers, foundations and cushions set the base (or should we say, stage) for you to look like the spotlight is permanently on you. With K-Pop sensation Kang Mina, MAC artists and the illuminating Lightful C range, we had all the (sk)ingredients for a digital campaign that would be lit.
TO ALL THE HAIR COLOUR BRANDS OUT THERE: YOU'RE WELCOME!
Strong hair takes on colour better. Because it doesn't get damaged or frizzy. No wonder, when Pantene 3 Minute Miracle Conditioner launched its colour-damage variant, it became an instant hit with consumers & colourists.
THE ULTIMATE WORKOUT
FOR YOUR HAIR
As a shampoo that makes hair stronger, we couldn’t help but make a comparison between a daily workout
and a daily hair wash.
WHO SAYS A HAIRCARE BRAND CAN'T END UP ON SPOTIFY
We collaborated with Indonesia’s most popular singer, Anggun to create a song that epitomised everything about the Pantene woman (and her ability to do anything she set her heart on). We ended up with an anthem that became an overnight hit and was shortlisted for a Media Spikes Award.
STRONG IS BEAUTIFUL
When you epitomise and stand for beauty and strength, you don't settle for anything less.
THE ULTIMATE SOLUTION TO
AN EXTREMELY STICKY SITUATION
How do you get thousands of Indian girls to give up their hair-oiling ritual? By giving them a non-sticky, hassle-free alternative that nourishes hair just like oil does.