In an attempt to increase its appeal among consumers, new Pantene ads were released, which star Indian actor Priyanka Chopra and Indian-Canadian YouTuber Lilly Singh.
With long locks of hair that boast unparalleled shine, the two ambassadors show off the Procter & Gamble brand's 'Oil Replacement' products, which are said to strengthen and nourish their users' tresses. Although Chopra has been working alongside the brand for about a year now, the collaborative ads marks the first for Singh. When sharing the news with her millions of online followers, Singh stated, "A lifetime of growing my hair has finally paid off. The ten year old me is shrieking!"
By reaching out to influences such as Singh, Pantene is able to dramatically increase its exposure across social media, helping it to appeal to younger demographics of consumers who use these platforms.
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