The Hindu Business Line : P&G unfurls new promo for Pantene shampoo

AS part of a promotional exercise for its largest selling shampoo brand — Pantene — Procter & Gamble Hygiene and Health Care Ltd, is setting up Pantene Shine Booths in 1100 retail stores across the country for the next six weeks.

The booths will help consumers measure the level of hair shine through P&G's patented device - the shine meter. Simultaneously the company is unleashing a `shine morning to night' campaign for its Pantene brand for which it has roped in Neha Dhupia, Miss India-Universe 2002.

Besides Pantene is also running a `Shine your Soul' contest with MTV which gives consumers an opportunity to win 19 diamond sets from Inter Gold worth Rs 12.5 lakh.

After conducting research through AC Nielsen, the company identified the top hair needs of women and came up with the fact that Indian women rate shine as the priority while using shampoos.

At a press conference, Mr Rahul Malhotra, Brand Manager, P&G India, said, "Pantene's unique Pro vitamin B formula strengthens hair, smoothens roughness and leaves hair looking shiny from morning to night. However, we do not believe in giving out any market share figures for our brands."

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