New Delhi, Feb 23: Model Katrina Kaif is in big demand. From mobile phones to hair-removing creams, she is endorsing it all. Procter & Gamble India also wants to cash in on her growing popularity.
P&G has signed Katrina to endorse the new Pantene range of shampoo and join the likes of Sonali Bendre, Bipasha Basu, Tara Deshpande, Shilpa Shetty, and Anupama Verma.
According to company sources, the deal with Katrina was signed couple of months ago and the new TV campaign will go on air from February 25.
"Katrina ill appear in an ad campaign featuring a finding from AC Nielsen that states that '80 per cent of India's most beautiful women prefer Pantene' - a re-affirmation of Pantene being a shampoo of choice," said Chester Twigg, director sales and marketing, (P&G India), in a company release.
AC Nielsen was commissioned to carry out a study on "hair care practices of India's most beautiful women" during the period September-December 2004. The first phase of the study ENTA ILED a house-to-house quantitative study among 1,000 respondent s across ten metro towns to identify the 100 most beautiful women in India from the field of performing arts.
In the second phase cosmopolitan magazine helped AC Nielsen contact a sample of 100 most beautiful women identified in phase one for telephonic interviews conducted by
Acnielsen on aspects such as; importance of hair in one's personality etc. Subsequent to the interviews, one of the findings that emerged was "80 per cent of India's most beautiful women prefer Pantene," the release added.
Bureau Report
