To produce the world’s first ever music video starring beauty bloggers singing double-entendre lyrics about how they cheat on their shampoo with Back To Life Dry shampoo and shouting about it using the hashtag #dirtylittlesecret.

The Dry Shampoo Anthem was born out of the need to educate Indian women on how to use the product, engage them in the brand world and tone of voice, as well as drive scale of awareness by featuring 15 top Indian beauty bloggers.

The final step was to encourage consumers and celebrities to create their own content with a dubsmash inspired by the anthem to spread the message.

The campaign lasted for 20 days from 16 May 2016. However, the impact was long reaching with content being created by consumers for months afterwards as the video gathered momentum.

In order to achieve maximum impact the influencers were identified based on their reach and popularity and the lyrics were crafted to generate engagement as well as demonstrate functionality of the product showing the occasions in which you would use it: at work as well as out and about.

The video was launched initially on Youtube but amplified through social media via consumers and celebrities channels as well as the brands.

• 180 million women reached. Anthem video had 2.6 million views, 24% organic.

• BBLUNT was #1 google search for dry shampoo in India and #1 trending on twitter with 7.8k tweets.

• 90% engagement rate on the video (8% click through rate to ecommerce). Facebook canvas ad had 10% engagement.

• 60 dubsmashes from celebrities and ordinary consumers.

• Celebrities spontaneously engaged in the activity: Hritik Roshan (17.2m followers), Shibani Dandekar (744k followers), Penn Masala a capella group (12.7k followers), Farhan Akthar (989k followers).

• +130 pieces of press coverage.

• 10k new followers joined across BBLUNT’s social platforms ensuring long term sustained engagement with the brand and website sessions increased 170%.