Malaika Arora Joins Streax for Bold New Shine Revolution Campaign

Streax, a leading hair colour brand from Hygienic Research Institute (HRIPL), has unveiled an exciting new TV commercial (TVC) starring Bollywood icon Malaika Arora. Conceptualized and executed by Lowe Lintas, the TVC introduces the Streax Gel Hair Colour, celebrated for its grey coverage, added nourishment, and brilliant shine.

The campaign promotes a "Shine Revolution," encouraging women to transform their hair into a symbol of confidence and self-expression. Highlighting the product's high-performance benefits, the TVC showcases Malaika Arora embodying the essence of bold elegance and timeless style.

Priyanka Puri, senior vice president – marketing at HRIPL, expressed her enthusiasm about the campaign, stating, “The Streax Gel Hair Colour TVC featuring Malaika Arora marks an exciting new chapter for our brand. It’s more than grey coverage—it’s about delivering perfect colour, smoothness, and a shine that helps you get noticed. Malaika’s association amplifies our message, inspiring women to embrace this revolutionary product.”

Malaika Arora, known for her bold persona and timeless elegance, shared her excitement about the partnership:
“For me, hair is a reflection of confidence and self-expression. I’m thrilled to partner with Streax, a brand that shares my belief in high-performance products. Streax Gel Hair Colour is not just a product; it’s a game-changer—offering brilliant shine, grey coverage, and nourishment in one. It’s perfect for anyone who wants to embrace life with vibrancy and confidence.”

Madhu Noorani, president – creative at Lowe Lintas, reflected on the decade-long collaboration with Streax, noting, “With Streax Gel Hair Colour, we wanted to capture the essence of transformation and ignite a Shine Revolution. Malaika Arora brings this vision to life, inspiring women to express their unique selves with vibrant, flawless hair.”

The TVC will air across major television channels and digital platforms, ensuring wide reach and visibility. Streax Gel Hair Colour is available in four stunning shades:

• Natural Black
• Natural Brown
• Dark Brown
• Burgundy

Consumers can find the product in retail stores and on e-commerce platforms like Amazon, Flipkart, Myntra, and Nykaa.

This collaboration is not just about a product; it’s a celebration of bold self-expression, inspiring confidence through innovation in hair colouring.