Presented in partnership with sanitary napkin brand Whisper, Pantene Khud Per Karo Yakeen (Believe in yourself) broke on TV-18’s Awaaz consumer channels, inviting entries from women aged 18 to 30 across India to compete for the ‘dream job’ of TV news anchor. Created by Madison India, the campaign adopts Pantene’s ‘Shine — I believe I can’ positioning.
“The show will help Pantene reach out to consumers and drive the ‘Shine’ message, going beyond ordinary TVCs. This is the first time that Pantene has created a show like this, which facilitates the fulfillment of dreams of young girls,” said Anantha Nayak, brand manager, beauty and feminine care, P&G India.
The show is being promoted through multiple touchpoints, including a 30-second TVC featuring brand ambassador Sushmita Sen. The creative concept is based on the premise that Whisper and Pantene help users be more confident and independent.
