THE WHAT: Schwarzkopf Professional has partnered with Jim Sarbh, designating him as their ‘mane man’. Sarbh, known for his distinctive style, will work alongside Mira Kapoor as part of the brand’s effort to offer tailored hair solutions.

THE DETAILS The brand’s recent campaign featuring Sarbh is targeted at broadening its customer base within the Indian luxury haircare market. Schwarzkopf aims to utilise the actor’s popularity to attract more customers to its products.

THE WHY:  Shama Dalal, head of marketing at Henkel Consumer Brands, told ETBrandEquity, “At Schwarzkopf Professional, we strive to bring the latest hair trends, deliver strong results and win consumer confidence with the right conversation. Jim Sarbh’s penchant for creative perfection and unique style resonates with our passion to deliver beyond the norm, making him the perfect ‘Mane Man’ for Schwarzkopf Professional.”