This week sees the launch of #WANITABESI, a new campaign by Grey Malaysia for P&G haircare brand Pantene. Starring the award winning Malaysian singer & song writer YUNA, the campaign is a landmark for the world-leading haircare brand, representing first time that PANTENE MALAYSIA has used a celebrity ambassador who wears a hijab.
Marking the latest chapter in their long-running ‘Strong is Beautiful’ platform, the campaign launched this weekend (23rd June) with a premiere in cinemas across Malaysia of #WanitaBesi, a new short film starring, Yuna alongside two high profile Malaysian women; Health and Fitness star Linora Low and former Malaysian National Diver Adeline Chin.
Shot by Think Tank, the title of the film, ‘WanitaBesi’ is a Bahasa Malaysia phrase that translates as ‘Iron Lady’ – a term that is traditionally used as an insult to ‘unfeminine’ women. Pantene create a new meaning to the phrase, drawing inspiration from real-life events in the cast’s, showing how they each triumphed over adversity.
Said Yuna “It is a fact that every year thousands of girls cast aside their passions under the weight of peer pressure. Phrases such as ‘Wanita Besi’ are used negatively in the schools, sports fields and across social media, forcing us to doubt ourselves and give up on our dreams. It’s time to flip the script. I’ve been lucky enough to have a lot of strong women in my life, or as I now call them ‘WanitaBesi’, together we can all .
Forming the soundtrack of the film is song that every woman in Malaysia already knows, the nursery rhyme “Bangun Pagi”. Sung by a Malaysian girl choir, the song is given a unique twist, with a re-written final verse that transforms it from a child’s song, into an anthem of strength.
Ms May Teoh, General Manager Procter & Gamble (M) Sdn.Bhd. added “PANTENE has always championed the inner strength of women across the world and I am proud to unveil #WANITABESI a uniquely Malaysian expression of our belief of “Strong Is Beautiful” that every woman has the strength inside to be the very best that they can be.”
“We’re proud to announce Yuna as the newest member of the Pantene family. Yuna is the epitome of contemporary #WANITABESI, a testimony of strong women who rise above society expectations, resonates with today’s generation of aspiring woman – proving once and for all that strong is always beautiful.”
ABOUT PANTENE PRO-V®:
Pantene Pro-V, the world’s #1 hair care brand, includes 18 collections to help provide women with their most beautiful, healthy hair. The current Pantene Pro-V offerings include: Breakage Defense, Beautiful Lengths, Classic Clean, Color Revival, Curl Perfection, Damage Detox, Daily Moisture Renewal, Full & Strong, Ice Shine, Nature Fusion, Repair & Protect, Smooth & Sleek, Pro-V Style Series, Sheer Volume, Truly Natural, Truly Relaxed, and Ultimate 10. Pantene Expert offerings include: AgeDefy, Intense Colorcare, Intense Hydration, Intense Repair and Intense Smooth. Powered by 70 years of experience, 200 scientists and partnerships with 11 leading independent hair doctors from around the world, Pantene’s Pro-V Formula works inside and out for beautiful hair rooted in true, lasting health.
Yuna is an award winning Malaysian singer and song writer. She started her singing career in the indie music scene. Her initial exposure came through her viral success of her music uploaded to Myspace in 2006 which received over 1 million plays. This online success coupled with her 2 EP released in 2008 & 2011 which bagged several Anugerah Industri Muzik (AIM) – Malaysia music awards equivalent to The Grammy tipped off a renowned Indie-pop label. She is the first Malaysian singer to enter the billboard charts with her collaborations with Usher on her breakout single, “Crush” which peaked at number 3 on the US Billboard Adult R&B chart.
Her album Chapters broke into the Top 10 of the Billboard Best R&B Albums of 2016 – Critic’s Pick. Chapters ranked at No. 7 out of 10 best R&B albums of the year. Putting Yuna in line with other top 10 best R&B artist Beyoncé, Rihanna, Frank Ocean and John Legend.
She the first Malaysian artiste to be nominated for a BET Centric Awards in 2017. The BET Awards is an annual awards ceremony by the BET network, which celebrates African Americans and other minorities in various fields of entertainment. The Centric Award recognises neo soul and/or traditional R&B songs and videos. Previous winners have included the likes of Beyonce, The Weeknd and Common.
Brand: P&G (Procter & Gamble)
Graham Drew, Executive Creative Director
Andrew Fong, Creative Group Head
Jo Yau, General Manager
Brendon Low, Copywriter
Sandy Ng, Art Director
Suzy Chiang, Producer
Sharon Rodrigues, Group Brand Director
Audrey Chua, Account Executive
Huma Qureshi, Regional Director, PR & Corp Comms AMEA
Think Tank Directors Sdn Bhd
VHQ Post (KL)
Fuse Asia Sdn Bhd