Ranveer Singh and Head & Shoulders promotes #ScalpSwag Challenge

One of India’s leading anti-dandruff hair care brands, Head & Shoulders, conducted research on consumer behavior with consumers having restricted access to various amenities during the lockdown imposed due to the COVID-19 pandemic. The research outlined insights, to name a few, about consumers being unable to care for their hair adequately with not enough time at-hand; no access to hair experts for their regular haircuts and trims; hike in online searches for cutting hair at-home and dandruff solutions, due to cases of heightened dandruff showing-up.

Based on the above-mentioned findings, Head & Shoulders recently launched the #ScalpSwag online challenge and partnered with Ranveer Singh for the same.

The superstar participated in the challenge with his original ‘Scalp Wala Rap’ phrasing his recent experience during the lockdown, where his hair began growing-out and he couldn’t visit his trusted stylist, but being dandruff-free at-home with Head & Shoulders made him brave enough to take the challenge.

The #ScalpSwag Challenge videos explain the discomfort and irritation caused by dandruff, where Head & Shoulders can be a means to get rid of up to 100% dandruff and hence the participants’ hair get transformed into scalp revealing hairstyles, all of which can be pulled off easily at-home by oneself. Bollywood actress Disha Patani also took the challenge and pulled off scalp-brave braids at-home. The celebrities that followed suit included Sara Ali Khan, Aparshakti Khurana, Kriti Kharbanda, Pulkit Samrat, Anita Hassanandani, Jay Bhanushali among others.

Binu Ninan, Senior Brand Director, Hair Care, P&G Indian Sub-Continent, said, “Head & Shoulders understands the dandruff sufferer’s needs and habits. We have observed an increase in online searches for hair concerns, especially cutting hair at-home and dandruff.  We wanted to reach out to the consumers and express that it is possible to be scalp-brave with an effective anti-dandruff solution. Head & Shoulders is thrilled to have Ranveer Singh on board.”

This challenge encourages being #DandruffFreeForever with an effective anti-dandruff product range, such as Head & Shoulders, to tackle dandruff, grime, and stress. The brand has been in close communication with consumers, responding to their needs and issues. The brand also conducted a Scalp Talk with in-house expert, hair and make-up artist Elton Fernandez, who addressed the many hair and scalp problems that the consumers have been facing during the lockdown.

With the challenge gaining popularity and receiving a considerable user response, Head & Shoulders motivates consumers to participate in the challenge, share their entries, and show off their #ScalpSwag at-home!