Unleash the freedom with open hair




Shout out to heroes who break norms, queens who make their voices heard, the star that shines brightest in the dark and those who pave the way to an open and free society. Here’s to new beginnings and successful ends. Remember your story is open-ended and it starts with open hair.
Pantene’s latest campaign '#FreedomHair' has revolutionised the way we conceive freedom. The ad film makes a case for young women taking stand against the more prescriptive aspects of life in India where there are wide ranging social strictures on choice of apparel, education, profession and even marriage. It aims to inspire females to grab the endless opportunities that life presents. It poses a set of possibilities and avenues that her life could take and none of it being right or wrong. It features four women who are defying conventions in personal and professional life; Dutee Chand, Manjari Makijany, Ishita Malaviya and Paloma Monnappa. 

A woman can decide what her story will be by unleashing freedom. By letting their hair loose. Open hair is much more than a hairstyle, symbolised with freedom it is a feeling that women wear, feeling of breaking free from all that ties you down. Pantene encourages young ladies to let go of all which holds them and embark on a journey to find themselves. ‘Freedom hair’ is the first step towards turning into strong and confident self by letting hairfall-free hair loose and become their superhero cape with Pantene.
To make the campaign more creative and effective, ‘Freedom anthem’ was introduced which is all about brave, strong and confident women who’ve made their choices.
Not only brand is trying to be saviour of hairfall but also is working on how it can impact by standing true to mission it has chalked out in their campaign. In collaboration with Sattva; mission driven organisation, they inspire action among young girls through engaging workshops and internships across diverse career options, giving them to freedom to pursue their dreams.
Choosing their career, lifestyle and partner, young Indian girls are becoming flagbearers of improvement, independence and change. They are true decision makers of their lives and making mark for themselves in unchartered territories, defying conventions.

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