Sebamed has launched a new anti-dandruff campaign that asks a direct question: “Does your anti-dandruff shampoo really work?” In a category cluttered with flake-focused promises, the brand shifts attention to the real discomfort scalp itch.
The campaign features three light-hearted but relatable films where itch strikes during important public moments: a romantic date, a yoga session, and a professional presentation. Each ends with the same insight: looking flake-free isn’t enough; true relief means no scratching and a calm, healthy scalp.
At the centre is Sebamed Anti-Dandruff Shampoo, which uses a pH 5.5 formula designed to restore the scalp’s natural balance. The films avoid cliché and instead use humour to spotlight itch as the unspoken issue most people battle with daily.
“An itchy scalp can be more than just discomfort; it can be embarrassing and distracting, especially in public settings,” said Philip Kuncheria, Senior Vice President & Business Head, Sebamed. “Through our campaign films, we’ve brought this insight to life by showing how scalp itch can pull you away from important moments. Our aim is not only to prompt consumers to question whether their current shampoo truly works, but also to present a dermatologically tested solution with Sebamed Anti-Dandruff Shampoo.”
“Anti-dandruff campaigns tend to be rhetoric and we didn’t want to go down the clichéd route of showing flakes on shoulders. Instead, we focused on something most people actually deal with the constant itch. It’s awkward, it’s distracting, and it’s often overlooked. That’s the real enemy. The idea was to use humour and relatability to drive home a very real insight, while staying true to the science-backed care that Sebamed is known for. We wanted to start a conversation that’s honest and rooted in dermatological truth, not just marketing fluff,” said Sachin Kamble, Chief Creative Officer, Leo – South Asia.
