Mumbai: Streax, the hair color brand by Hygienic Research Institute, has partnered with Bollywood actor Shah Rukh to launch a digital campaign that aims to inspire confidence in people. In its TVC, the actor is seen in a cool new avatar performing to an upbeat melody, encouraging people to be ‘Streaxy’, a quirky term that defines 'sexy'.
 

The campaign aims to motivate its audience to turn on their charm like the superstar in under five minutes, with easy-to-use Streax shampoo hair color, said the brand in a state
The video has been created and conceptualised by Mullen Lowe Lintas and directed by ad and filmmaker Gauri Shinde. It is being aired across digital channels in key Indian markets.

“I am excited to be a part of the music video that empowers everyone to live their lives in a ‘Streaxy’ manner," Shah Rukh Khan said. "This music video represents what we can do if we feel cool and confident all the time. Through the video, I’d like to tell my fans that no matter how they look and what their choice of style is, they can always feel ‘Streaxy’, just like I do. I truly enjoyed the creative experience shooting the video with the brand.”

Expressing his excitement on roping in Shah Rukh Khan for the music video, Hygienic Research Institute Pvt Ltd joint MD Ashish K. Chhabra said, “People have loved SRK for over decades and even today, emulate his style, his songs, and his dialogues. ‘Streaxy’ can become the new mantra for SRK lovers across the globe. At Streax, we are energized about our partnership and strive to deliver modern and quality hair solutions that solve consumer challenges in the most effective manner.”