South Asian women take great pride in their hair and equate strength with beauty, a behavioural insight that made them an ideal audience for the new global Pantene Shine Strong campaign. Barrett and Welsh identified Shilpa Shetty and Parineeti Chopra, Bollywood stars known for their strength and beauty onscreen and off, to deliver the brand message to South Asian Canadian women.

The North American campaign punned on phrases that captured the beauty of both, strong, glowing women like Giselle Bündchen and strong lustrous hair, with headlines like Unbreakable and Fearless. In a similar way, the campaign created by Barrett and Welsh punned on the word for hair (bal) and made its own strong statements with headlines like Incredibal and Unstoppabal, capturing the on and and offscreen personalities of Shilpa and Parineeti. The brand promise closed the loop. Shampoo bhi. Shakti bhi. Shampoo. Strength.