Q] What was the strategic rationale behind choosing Malaika Arora as the brand ambassador for Streax Gel Hair Colour?
If you look at Streax as a brand, the brand stands for fashion and glamour, and there can be no one better than Malaika, who really embodies a very confident woman with a very high timeless elegance. Because of that, Malaika brings on board a huge brand fit which makes her the best choice.
Q] How do you envision Malaika’s association impacting the brand’s overall marketing strategy and consumer perception?
We conducted a lot of research and we came to the conclusion that Malaika really fits with the consumer. Be it people who are in their 20s or early 30s, everyone looks up to her in terms of fashion and glamour, despite her age. Proving once again that age is just a number. We already have a TVC and a lot of digital campaigns in place, which we have started rolling out from the end of December. In fact, her campaign has already hit 20 million impressions on Digital. We’ve also run several influencer campaigns, through which she has started this entire gel or shine revolution, concepts that we are building on. These are revolutions that we have started with her, and are looking forward to making them really big.
Q] Can you share some insights into the upcoming campaigns featuring Malaika, and how these campaigns will leverage Digital, social, and traditional media?
Malaika is the face of our brand, especially for our gel product, which is a major innovation for us. We plan to promote it across multiple platforms, including Meta and Google, with a strong focus on multimedia activations. Our strategy is to embody the values of fashion and glamour that Malaika represents and leverage them across various channels, both digital and traditional, to reach a wider audience.
Q] Can you also elaborate on the dermatologist collaboration initiative for Streax Gel Hair Colour?
The idea behind our collaboration with dermatologists started with the goal of bringing credibility to our new gel hair colour innovation. As we were entering the market with something so groundbreaking, we wanted experts on board, and who better than dermatologists? They’ve tested and experienced the product, and they’ve confirmed that it delivers long-lasting colour, incredible shine, and most importantly, safe ingredients. This collaboration has been a great step for us, and it’s just the beginning. We’ve already partnered with dermatologists like Dr. Tanya in Mumbai and Dr. Sukh Sagar in Punjab. Moving forward, we plan to expand these partnerships with more dermatologists, ensuring that this innovation continues to meet consumer expectations and proves to be a truly game-changing product.
Q] What inspired the launch of Streax Insta Shampoo Hair Color in the South Indian markets, and how does this product complement the Streax Gel Hair Colour offering?
The launch of Streax Insta Shampoo Hair Color in the South Indian markets was inspired by the need to cater to a different consumer segment. While our gel product targets consumers looking for long-lasting colour and high shine, enhanced with Kiwi extract and hyaluronic acid, the Insta Shampoo Hair Colour offers a quick and convenient solution. We’ve been leaders in this category in the Northeast and West, so bringing it to the South was a natural progression. This product provides a great value-for-money option, offering a long-lasting hair colour in just five minutes, ideal for those seeking speed and ease without compromising on quality.
Q] Most players are betting big on influencer marketing, what is your perception on it and how much does the brand leverage it?
For us, influencer marketing is a very important and large part of our marketing strategy. The way I see it, it’s all about authentically connecting with our consumers. There is a shift happening, and people want brands to be more authentic. This influences how we choose our influencers. It’s not about the number of followers but about finding those who align with our brand ethos. We also consider their credibility and authenticity. We partner with influencers who can help take our brand to their followers alongside ours. Our last influencer campaign garnered 20 million impressions. We work with a good mix of macro, micro, and nano influencers, and have partnered with over 200 influencers. This is an ongoing journey for us, and we believe it’s an essential part of our strategy as it helps build a strong and authentic brand.
PROFILE
A seasoned marketing expert with 20+ years of experience, Priyanka Puri has driven growth, transformed businesses, and strengthened brand equity at renowned organisations like Marico, Godrej, and Abbott Nutrition. A dynamic leader and innovator, Priyanka excels in strategic planning, brand narrative crafting, and digital initiatives, with a unique blend of analytical rigour and creative vision.
ABOUT THE BRAND
Hygienic Research Institute Pvt Ltd (HRIPL) is a prominent Indian beauty and personal care products’ company with its interests in hair care and other products. HRIPL’s beauty care portfolio includes two of the foremost hair colour and care brands in the category namely Vasmol and Streax. Founded in 1957, the company has evolved over seven decades to become a multi-brand, multi-category enterprise, focusing on hair care, skin care, and salon services. With a commitment to quality, innovation, and customer satisfaction, HRIPL has established itself as a leader in the market.
FACTS
Creative Agency: Lowe Lintas
Media Agency: EssenceMedia
DIGITAL AGENCY: Interactive Avenues
PR AGENCY: Madison PR
