Head & Shoulders - Design Essentials. Campaign created for Head & Shoulders showing support for the LGBTQ community after the 377 law passed in India.

1. DESIGN ESSENTIALS
Presented by Pooja Pathare and Tejas Zodage

2. ABOUT HEAD & SHOULDERS
• Head & Shoulders is an American brand of anti dandruff shampoo
• It is a product of Procter & Gamble and was introduced in 1961
• Since the 1980s, the brand has long been marketed under the tagline, "You Never Get a Second
Chance to Make a First Impression“
• The brand is of a personal care brands – haircare category under FMCG sector
• Its USP is that it’s one of the strongest contenders in shampoo market
• Head & Shoulders is believed to post only fun, quirky and humorous content that directs to the young
generation

3. TARGET AUDIENCE
• Head & Shoulders STP
o Segment: anti dandruff segment with smooth hair
o Target group: Higher middle class people, who are brand conscious, early adaptors and who care about the
overall health of their hair
o Positioning: Removing dandruff and nourishing hair
• Their active campaign in India is about a month old wherein they featured videos on various digital
platforms like YouTube and ads of those videos on apps like Hotstar, Voot etc. These videos are also
shown on television
• Their campaign was basically for a H&S cool menthol anti-dandruff shampoo with the hashtags
#DandruffJayegaToh…“swag ayega”, “boyfriend ayega” and “fun ayega”

4. SOCIAL MEDIA PRESENCE
@hnsIndia
577 Tweets
1.5K Followers
Last active: October 2016
@hnsIndia
10M Likes
10M Followers
Last active: November 2018
@hnsindia
7 Posts
212 Followers
Last active: October 2016
Head and shoulders is only active on Facebook with a huge following of 10M people.
Whereas, they should also be active on Twitter as well as on Instagram.

5. COMPETITORS

6. COMPETITORS NAME
1/22/2019
ADD A FOOTER6

7. • Sunsilk brand was launched in 1964 and is a global brand with its presence across 80 countries
• Sunsilk is a hair care brand produced by the Hindustan Unilever Limited group
• Tagline: Hair on your side
• “ Jab baal ho thick any style karo pick” is currently an ongoing campaign wherein the video is shown on
various social media platforms

8. • Clear is Unilever’s leading anti dandruff shampoo brand
• Clear is a brand of anti-dandruff shampoo produced by the Unilever group. The brand was launched in
1981
• Tagline: Nothing to Hide
• Their last active campaigns were “nothing to hide” and “baar baar dekho”.These were last active 4
years ago. Wherein they featured Virat Kohli and Ileana D’cruz in a video

9. 16.9M
Followers
August 2018
9.8M Followers
March 2015
10M Followers
November 2018
291 Followers
December 2018
– 1.5K Followers
October 2016
3K Followers
August 2015
48 Followers
January 2014
212 Followers
October 2016
AT A GLANCE

10. CAMPAIGN
#TakePride

11. Insight
The objective of the campaign is to
show support as a brand towards the
LGBTQ community through various
mediums to come closer to bridging
the gap between reality and a truly
inclusive society.
To acknowledge people about the
community also to help inspire people
of the LGBT community.
The focus of the campaign is to show
people of LGBT community that its
okay to be different than others and
inspire them to take pride for who
they are.
Problem
The main problem is acceptance from
people outside the community.
People of conservative Indian society
aren’t open to accept controversial
social issues.
Peoples lack of knowledge regarding
LGBTQ community.
Barriers
Negligible positive change in attitude
towards members of the community.
Social stigma is currently holding a
large section of our community back
from asserting their individuality and
exercising their rights, and therefore
exploring plans and schemes that
combat it is the need of the hour.
OBJECTIVE

12. Concept Note
• The target audience for the campaign is the driven youth falling in the college age consumers to young
adults
• Video showing support to the people and delivering the life stories of the LGBT community people for
Facebook and Instagram
• Instagram, Facebook posts, banners also Facebook Instagram stories showing the glimpse of the LGBT
community people, their life stories, the on-ground activities carried by the head & shoulders team for the
campaign
• Doing the on-ground activity and filming the making which will later be posted on social media during the
Pride month
• Also participating in the Pride Parade by giving vouchers, product samples, distilled water for the people
participating in the parade
IDEA

13. SOCIAL MEDIA
CREATIVES

14. HUMOROUS VIDEOS
VIDEO 1 : Girl1 and girl2 in a humorous video. The scene is of a restaurant where in girl1 on a date with a guy, and when
girl2 enters with her guy. Girl1 smells something good and starts looking at the entrance where she sees girl2. They both have
an eye contact. Girl2 sits on a table opposite to girl1s, girl2 removes her bun flaunting her hair. They both have an eye contact
again. Girl1 gets up and signs girl2 to leave with her. They both leave the restaurant to go at girl2s place. Cut to the bathroom
they go to get intimate where girl1 sees her shampoo i.e. H&S they get a little intimate wherein girl1 blindfolds girl2. the girl1
steals her shampoo and leave girl2s house. Showing they have a fling.
VIDEO 2 : There's a girl standing in a unisex bathroom waiting for any of the washroom to get vacant. She turns to the wall
wherein she sees herself in the mirror. By then a washroom door opens, she sees a macho guy come out of it. She seems
interested in him and turn to go towards him. He flaunts his hair. By then she enters the washroom opening the door wherein
she finds another guy inside the same washroom. The guy2 watches her. Writes his number on the mirror inside the washroom
and excuses the girl to go outside. Inside the girl finds the number written in the mirror, with H&S shampoo on side of the
mirror.
VIDEO CONCEPT
These are the scripts of the videos. Any one of the 4 videos will be produced.

15. EMOTIONAL VIDEOS
VIDEO 3 : In this video the LGBT influencers who drag, sing, dance, walk on ramps can be interviewed in the ad. For e.g.:
Jason Arland is a gay make-up artist who recently walked the Lakme fashion week. His interview and clippings from the ramp
can be shown. Like wise there are many influencers like Sushant Divgikar, Nakshatra Bagwe, Rohan Pujari, Anwesh Sahoo,
Eshan Hilal, etc. some of which are also TEDx speakers. They all have a very different lifestyle so their personas can be shown
in the video as to how their daily life looks like and how grooming is an important aspect of their daily life.
VIDEO 4 : The journey of a transwoman can be shown. From childhood to being an adult her journey as a transgender about
growing their hair and taking care of it. A role of his mother being supportive in his entire life journey. Showing care for her hair
since childhood unknown of the fact that she wants to be a guy. And when she knows about her child she accepts the fact
being supportive she tells to take care of her hair.
VIDEO CONCEPT
These are the scripts of the videos. Any one of the 4 videos will be produced.

16. • The on ground activity would be colouring or painting the building and graffiti at major railway
stations to spread awareness
• A wall of a building in the suburb with prime location will be painted with a LGBT related
character, slogans or their symbols supporting the so called taboo in India and spreading
awareness
• Graffiti art will be created at major railway stations of all the lines, this graffiti will be done by the
LGBT pride supporters
ON GROUND ACTIVITY

17. Social Media Posts
Don’t hold back, show your true colours.
#TAKEPRIDE
Caption
GIF format, preview it in slideshow

18. Social Media Posts
Don’t hate love, HATE DANDRUFF
#TakePride and wear your colours. Many
things to hate in this world, love is clearly
not one of them.
Caption

19. Social Media Posts
Don’t Flake just Flaunt. #TAKEPRIDE
(Don’t FLAKE= don’t FAKE, pun intended. Also,
gif can be made showing the letter “L” slide from
top to join the word FAKE to make it Flake)
Caption

20. Banner / Flyers
Don’t hate love, HATE DANDRUFF!
#TakePride
(the girl in the picture is a hand sketched portrait)
Caption

21. TO SUM UP THE CAMPAIGN
HERO : the hero of the campaign will be the production of the video
and the on-ground activity
HUB : the hub will be the glances or clips of making of video or the
clips of results of the video and on-ground activity. Also the blogs
about the campaign, basically all the results concluded by hero.
HYGIENE : all the posts supporting the campaign or the
regular/timely posts on social media regarding the campaign will
constitute here.

22. THANK YOU!
Presented by Pooja Pathare and Tejas Zodage