Research
Pantene Malaysia wants to change consumers’ mindsets on sports as a boys’ playground by highlighting in its latest “Braids of Strength” films that sports also plays a key role in moulding the next generation of strong women.
The films are part of the brand’s WanitaBesi campaign (Iron Lady campaign) and were produced in collaboration with Grey Group Malaysia and Directors Think Tank. They tell the stories of two Malaysian athletes – Farah Ann and Nur Suryani – who remained in sports despite the challenges they face. Throughout both films, the tying of a hair braid is used to symbolise the strength to stay in sport.
In celebration of the upcoming International Women’s Day, customers who purchase any of Pantene’s range of shampoos will receive a golden ribbon, and any woman wearing a braid during the month of March can gain nationwide free access to Fitness First and Celebrity Fitness.
Anggia Pulungan, haircare commercial director of P&G Malaysia, said Pantene is rooted in the belief that strong is beautiful. For a woman, her hair is both a personal and a public matter; it is a big part of her confidence. Through Braids of Strength, Pantene wants to encourage more women to embrace the #WANITABESI spirit, pursue any sport of their choice and eliminate their worry of self-image, Pulungan added.
“By showcasing the perfect way to braid their hair, women get the confidence boost they need to look good, and it positively helps them to perform in sports,” Pulungan said.
