NEW DELHI: Hair colour brand Streax, from Hygienic Research Institute, has roped in Bollywood’s leading man Shah Rukh Khan as the face of its new campaign, motivating men to turn on their charm like SRK in under five minutes with easy-to-use shampoo hair colour.

Built with an aim to inspire confidence in people, the SRK-starrer TVC supports people in realising their aspiration to be good looking and charming like the super star himself. The advertising campaign, created and conceptualised by Lowe Lintas and directed by Gauri Shinde of Dear Zindagi fame, is being aired across all key Indian markets.

The ad showcases a couple getting ready to go to an event, when the husband notices grey strands of hair, leading him to moments of self-doubt. However, he comes across Streax shampoo hair colour that gives him King Khan’s charisma in under five minutes. The campaign is a continuation of Streax’s efforts to combat low-self-confidence as a result of grey hair in men through quality solutions.

Shah Rukh Khan said, “I loved the idea of inspiring confidence in people. The fact that it can be done with something as simple and easy like using a hair colour is really cool. It was great to be associated with Streax and I enjoyed the creative process. I wish the entire Streax team all the very best on their innovative new hair product.”

Hygienic Research Institute managing director Ashish K Chhabra said, “We all have lived Shah Rukh Khan during our younger days and even today we try to emulate him – be it his successful journey or style. At Streax, we are very excited about our partnership with SRK as we inch a step closer in enhancing the consumer’s lifestyle and confidence with cutting-edge premium hair care products. A consumer’s fast-paced life and lifestyle changes resulting in early hair greying demand modern, quick and quality solutions and we are committed to solving consumer challenges in the most efficient ways.”