MUMBAI: The ad film production house Red Ice Films has launched the latest campaign for Streax hair colour featuring actress Sonakshi Sinha for the first time.

The campaign conceptualised by Situations Advertising. The ad highlights walnut‘s essence in the brand that enhances the natural shine of the hair.

The TV ad showcases Sinha talking about the product and emphasising how much she trusts on the natural elements for her hair and later on, the actress introduce the brand in the ad.

Speaking on the campaign, Red Ice Productions creative producer Robby Grewal said, "Being a youth icon, Sonakshi‘s presence in the campaign ensures a distinct brand identity and consumer connect to the Streax as a brand. Apart from working with Sonakshi, collaborating with Marco Pinesi an international director, on this project was the icing on the cake. He understood the local nuances well and also gave a global look and feel to the commercial. We were able to work together to give a new dimension to the brand through the TVC. Overall, the whole experience was extremely enriching and hopefully this has reflected itself in a truly memorable commercial for Streax."

Situations advertising creative director Samrat Dasgupta said, "With the number of hair colour products increasing with each passing day, the consumer is extremely confused. The need of the hour was a campaign that clears misconceptions and guides the audiences to choose the right hair colour. It was integral that the brand message is communicated by a trusted source, hence we chose Sonakshi Sinha as the youth trusts her.

Red Ice Films was initiated on 15 August 1999. Red Ice has worked with several brands like Britannia, Coca Cola, Dell, Dabur, Pepsi, Saffola, Slice, Titan, Visa, and Vaseline.