Shahrukh Khan redefines ‘Sexy’ as ‘Streaxy’

Streax, India’s leading hair color brand by Hygienic Research Institute has partnered with Bollywood’s ‘King of Romance’, Shah Rukh Khan, to launch a new music video that redefines the term ‘Sexy’, replacing it with ‘Streaxy’. In the video, the ‘Badshah’ of Bollywood can be seen performing to an upbeat melody, encouraging people from all walks of life – whatever may be their look or however be their style – to be ‘Streaxy’.

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Shah Rukh Khan can be seen grooving in a ‘Streaxy’ avatar sporting his new trendy hair style in a ponytail. The music video is a part of Streax’s campaign that motivates its audience to turn their charm like Shah Rukh Khan in under five minutes, with easy to use Streax shampoo hair color. The video has been created and conceptualized by Mullen Lowe Lintas and directed by Gauri Shinde. It is being aired across digital channels and key Indian markets.

Commenting on his music video, Shah Rukh Khan said, “I am excited to be a part of the music video that empowers everyone to live their lives in a ‘Streaxy’ manner. This music video represents what we can do if we feel cool and confident all the time. Through the video, I’d like to tell my fans that no matter how they look and what their choice of style is, they can always feel ‘Streaxy’, just like I do. I truly enjoyed the creative experience shooting the video with the brand.”

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Expressing his excitement about roping in Shah Rukh Khan for the music video, Ashish K. Chhabra, Joint Managing Director, Hygienic Research Institute Pvt Ltd said, “People have loved SRK for over decades and even today, emulate his style, his songs and his dialogues. ‘Streaxy’ can become the new mantra for SRK lovers across the globe. At Streax, we are energized about our partnership and strive to deliver modern and quality hair solutions that solve consumer challenges in the most effective manner.”

In April, Streax had announced its partnership with Shah Rukh Khan to launch a campaign motivating men to turn on their charm like SRK in under five minutes with easy to use shampoo hair color. With an aim to inspire confidence in people, Streax had launched an SRK-starrer TVC supporting people to realize their aspirations for being as good looking as a superstar. Conveniently solving grey-hair challenges for millions of Indian consumers, Streax has been widely accepted for its innovative hair colour range, in the past one decade and seen a strong affiliation towards its recently launched hair color shampoo.