The campaign included (i) TV (ii) Website (iii) Internet Banners (iv) Cinema Branding (v) bathroom advertising and (vi) Cinema.

When tested in researches, consumers found the ad very interactive and humane. They understood the hair transformation to a character and the various painful situations the hair goes through when it falls. They also sympathized with the falling hair and felt guilty that they are letting their hair go through this. They were happy that Pert Plus would save the agony their hair from this massacre. Thus the creative concept and the functional benefit of the variant were clear to all the respondents.