Pantene‘s latest campaign is one that will move you and make you feel alive. The #FreedomHair campaign encourages girls everywhere to take charge of their lives. They are inviting young girls to embrace their true voices and be the narrator of their own lives. In their Freedom Hair Anthem, we get a glimpse into the lives of eight exemplary Indian women who have written history in one way or the other. The film includes athlete and LGBT activist, Dutee Chand along with other inspirational girls. In its essence, this film truly resonates with every Indian girl. Not to mention, it also features the Pharell Williams song, Freedom, and the one and only Javed Akthar who has penned the lyrics for it as well.
The idea behind this anthem is to motivate girls to embrace the power of #FreedomHair, that is, the freedom to create their own story. And this begins with the freedom to wear your hair the way you want. Think about it for a second, ladies, all through school when we were young, our teachers and parents would strictly control our hair. Whether you had to braid them in two plaits or weren’t allowed to have bangs till you were 18, our hair has always seemed to be a bone of contention. When we finally enter college, we are allowed a little more freedom as compared to school. Nevertheless, this regimented lifestyle has had quite an impact on us during our key formation years. So, where’s the freedom after all? Pantene grabbed this opportunity to talk to young girls about their ambitions and how they felt about owning their lives.
To be free truly begins with the opportunity to control not only the small decisions that we make but also those that decide the path that we will take in life. The film is an inspirational montage of the girls doing what they do best–surfing, skateboarding, designing and more. It features these headstrong women with a compelling narrative and inspiring music. It reminds these girls that their story is open-ended, and it all starts with open hair. Urging girls all over to not be bogged down by the traditional roles expected out of them (because who are ‘they’ anyway?), we see Pantene setting an example for what the norm ought to be.
We are definitely inspired by their #FreedomHair campaign, and it’s essentially a step towards reassuring girls that only they can decide what their story will be.
What do you think about this campaign? Let us know in the comments below!
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*This post is in partnership with Pantene India.