MUMBAI: Ayurvedic hair care brand Kesh King is set to release its new ad film for which it has roped in actors Imtiaz Ali and Huma Qureshi. The ad film will go on air around mid-March 2016.

Emami Limited director Priti A Sureka said, “Till now the brand Kesh King used to run mass communication messages focusing only on the functional benefits of the product. Post-acquisition of the brand, we have conducted extensive consumer research which threw up myriad moments of truth in the life of an Indian woman for her falling, damaged, dull and lifeless hair due to daily stress, improper diet, pollution, weather and many other reasons. We have found out that many women tend to suffer from low confidence, low self-esteem and even depression due to problems like excessive hair fall, premature graying and unhealthy hair quality. Basis this insight, we thought of weaving in these consumer findings in our ad story and establish Kesh King as the one stop solution for all these hair woes of women and give them back healthy lustrous hair along with their lost confidence and happiness. We believe that this new film focusing more on the consumer needs will strike a chord with our TG.”

The storyline of the ad film has actor Huma as a hassled housewife complaining to her husband about her falling, lifeless and dull hair and her distress at people including her husband being indifferent to her agony of having bad hair.  As the husband introduces her to Kesh King and its benefits and helps her to manage her tousled tresses, Kesh King tries to establish itself as a brand that not only takes care of hair woes but also mends relations.