Pantene Indonesia and Grey have launched a campaign that aims to empower Indonesian women and to "get rid of all judgement that would raise self-doubt". This is in a bid to promote Pantene's Pantene Hair Fall Defence hair care products.
The campaign is fronted by singer and brand ambassador Anggun, who sang a pop song called Who Says We Can't? as part of the brand's soundtrack of its TVC in Indonesia, Thailand and Philippines. The song addresses Anggun's juggle as singer and a single mother and how she made her mark on the world stage. The spot also looks to inspire women to chase their dreams.
Since its posting, the music video has garnered over 10k views on YouTube at the time of writing.
The campaign will run till the end of the year. The track and music video will be featured on Spotify and on social media.
"With this song we were able to build heart into the campaign. The lyrics reflect a slice of the duality that Pantene women live and succeed with every day," Ridward Ongsano, creative director, Pantene AA said.
“We wanted to create something that was beyond just an ad, Pantene believes that Indonesian women have a life choice beyond their expectation because they are strong, therefore we wanted to celebrate, embrace and resonate with the incredible strength of Indonesian women and this song is all that and more,” Aldrich Gopal, head of marketing, P&G Indonesia said.
This is not the first time Pantene has engaged a female singer to address women empowerment. Most recently in Malaysia, Pantene's campaign,#WANITABESI, sought to create a new meaning to the phrase Wanita Besi (Iron Lady) which is traditionally used to insult “unfeminine” women. The campaign fronted by renowned Malaysian songstress Yuna.
Credits: Grey Group
EVP, P&G ASIA:Yashaswini Samat
CEO: Subbaraju Alluri
Creative director : Ridward Ongsano
Art directors : Halina Santiago , Ancilla Marcelina
Copywriters : Ayesha Bedi, Miranda Wiriadinata
AVP, regional business director : Siddika Dehlvi
Group account director : Maya Dhamayanti
Account manager : Khansa Nadira
Planning director : Neha Bansal
Production: Shirren Lim, Maharani Putri
Production House : April Earth
Lyricist: Anggun Cipta