Streax engages with over 15 million consumers for #GetStreaxyWithSRK

Celebrating the success of the recently launched music video featuring Shah Rukh Khan, Streax, India’s leading hair color brand by Hygienic Research Institute, today announced that it engaged with over 15 million consumers in India and beyond through its #GetStreaxyWithSRK influencer campaign. The hair care brand partnered with television personalities, Gauahar Khan, Rithvik Dhanjani, and dancer-choreographer Awez Darbar who grooved on the song originally performed by SRK where he redefined the term ‘Sexy’ as ‘Streaxy’.

Gauahar Khan, Rithvik Dhanjani and Awez Darbar further encouraged audiences on Instagram to take the #GetStreaxyWithSRK challenge, inviting them to recreate SRK’s moves to the song. The campaign received entries from countries beyond India, such as France, signifying the love SRK has from across the globe.

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Commenting on the success of the campaign, Ashish K. Chhabra, Joint Managing Director, Hygienic Research Institute Pvt Ltd said, “It is heartening to witness the love people have given to the #GetStreaxyWithSRK campaign, while truly engaging with the song that was so charmingly performed by the ‘Badshah’ of Bollywood himself.  We always keep consumers at the heart of everything that we do at Streax, be it product development that best solves the prevailing hair challenges or campaigns that engage with consumers and entertains them in a world full of complexities.”

Last month, Streax 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, Shah Rukh Khan was 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’. In April 2021, Streax also launched an SRK-starrer TVC supporting people to realize their aspirations for being as good looking as a superstar. The music video and the TVC were created and conceptualized by Lowe Lintas and directed by Gauri Shinde. The recent campaigns by Streax have grabbed many eyeballs, securing a reach of over 36 million and an engagement of over 6.9 million through the two videos.