Shine Strong
Shine Strong
Challenge: Studies reveal that women tend to apologise more often than men, even in situations where they are not at fault, with this tendency being particularly pronounced in Asian cultures. Pantene recognized the importance of addressing this issue.
Solution: To confront this challenge, we devised a comprehensive strategy centered around empowering women to break free from the habit of over-apologising. Our approach involved creating a series of impactful posters showcasing women who boldly reject unnecessary apologies and instead celebrate their inner strength to Shine Strong. These posters serve as powerful visual reminders of the importance of self-assurance and confidence, encouraging women to embrace their authenticity and assertiveness in all aspects of their lives. Through this campaign, Pantene aims to inspire women to speak up and shine in a world that often expects them to shrink and apologise unnecessarily.
My Role: Idea, Art Direction. Creative Direction.
‘Proof’, not just promises.
‘Proof’, not just promises.
Challenge: For years women have been blindly believing the promises made by beauty brands. But the modern audiences are a bit savvier and want real proof. So we came up with the idea of the needle test for split ends.
Solution: With Pantene’s ProV formula, Bollywood superstars Shilpa Shetty, Parineeti Chopra and Yami Gautam’s hair passed the ultimate proof of split-ends protection—the needle test!
My role: Providing regional context to global strategy. Idea. Art Direction.
Agency: Grey (India)
‘Proof’, not just promises TVC.
‘Proof’, not just promises TVC.
We asked viewers who experienced the Pantene proof of great hair to share their selfie and stand a chance to sashay down the runway with Parineeti Chopra at The Proof Walk!
