Dandruff feels like a weight on your shoulder and erodes your confidence especially when you are in a social situation. This led to the overall communication idea for the brand – Kandhay Say Bojh Hatay Day (Get rid of the weight on your shoulders). The new campaign was launched during the annual cricket league of PSL with the brand’s follow up move for a million.
The launch anthem featured buoyant shots of young people demonstrating the move in sync with the music juxtaposed with cricket players and cricket watchers. The music video also featured four leading young cricketers who went on to do extremely well in the PSL.
The new move not only caught on at the PSL in 2019 but went viral, shared across the internet and often cited as a cost/media effective way of getting eyeballs during the tournament.