This week sees the launch of #WANITABESI, a new campaign by Grey Group Malaysia for P&G haircare brand Pantene. Starring the award winning Malaysian singer & song writer YUNA, the campaign is a landmark for the world-leading haircare brand, representing first time that PANTENE MALAYSIA has used a celebrity ambassador who wears a hijab.
Marking the latest chapter in their long-running ‘Strong is Beautiful’ platform, the campaign launched this weekend (23rd June) with a premiere in cinemas across Malaysia of #WanitaBesi, a new short film starring, Yuna alongside two high profile Malaysian women; Health and Fitness star Linora Low and former Malaysian National Diver Adeline Chin.
Shot by Think Tank, the title of the film, ‘WanitaBesi’ is a Bahasa Malaysia phrase that translates as ‘Iron Lady’ – a term that is traditionally used as an insult to ‘unfeminine’ women. Pantene create a new meaning to the phrase, drawing inspiration from real-life events in the cast’s, showing how they each triumphed over adversity.