Preity Zinta endorses Indica's 10-minute hair colour
Poised towards catering to aspirational category, the product promises to get you 'gorgeous hair in 10 minutes'.
Preity Zinta may have vanished from the silver screen, but she still remains a draw to sell products. At least, that's the sentiment FMCG company CavinKare is banking on. CavinKare has signed on the actor to endorse its hair-care products brand, Indica. The first campaign featuring the actor promotes 'Indica 10 Minutes Crme Colour', and has been conceptualized by Mumbai based independent agency Curry-Nation Brand Conversations.
Poised towards catering to aspirational category, the product promises to get you "gorgeous hair in 10 minutes". The three shades namely; Natural Black, Burgundy and Darkest brown is priced at Rs 155 and the Deep Red shade is at Rs 160.
The frame opens with the protagonist (Preity Zinta) looking at the camera and prompting the viewer with a question, "To get hair like me, you will have to spend a lot of time, right?" This shot follows with Preity introducing the new offering and discussing the unisex hair colour's key features. Further shots talk about the extra color retain conditioners with natural almond proteins and that the product is safe to use.
Creative Agency: Curry-Nation Brand Conversations Pvt Ltd
Director: Harry Rankin
Executive Producer: Shouvik Basu