Dove rolls out massive OOH campaign for 10-in-1 Hair Mask across 7 states

Dove, a leading name in beauty and personal care, continues to solidify its reputation as a trusted expert in hair care solutions. Renowned for its nourishing formulas that restore damaged hair, Dove has launched its most extensive out-of-home (OOH) campaign to date, promoting its new 10-in-1 Deep Repair Treatment Mask. The campaign, titled "Pause, Reverse, and Play," underscores Dove’s dedication to innovation and deepening consumer engagement.

This ambitious campaign spans over 4,000 key touchpoints across India, strategically positioned in high-traffic areas such as malls, highways, residential neighborhoods, metro stations, and prominent locations in 12 cities: Bangalore, Delhi, Faridabad, Ghaziabad, Gurgaon, Kolkata, Hyderabad, Mumbai, Navi Mumbai, Noida, Pune, and Thane.

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With a focus on immersive digital displays, this campaign is one of the brand's most significant OOH efforts. These visually striking screens bring Dove’s message to life, offering an interactive and memorable experience just as the festive season approaches.

"OOH is a powerful medium to reinforce Dove’s leadership in hair care," said Sairam Subramanian, Vice President, Hair Care, HUL. "As one of our largest OOH campaigns, we have strategically placed our assets in key locations across cities in various formats. This campaign celebrates the journey to beautiful hair without the worry of damage, thanks to Dove’s new 10-in-1 Deep Repair Treatment Hair Mask."

The campaign shines a spotlight on Dove’s 10-in-1 Deep Repair Treatment Hair Mask, praised for its ability to reverse up to three years of damage*. Timed perfectly for the festive season, it encourages consumers to make the hair mask a part of their weekly routine to "hit reverse" on damage and "Press Play" with revitalized, healthy hair, fostering renewed confidence.

Based on lab tests in a controlled environment on protein-damaged hair after five washes

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