Brylcreem was an interesting challenge. It was a legendary Indian brand in the hair care category - the only problem was that it was not a brand the young associated with. 

Typing up with a popular young film star, Sidharth Malhotra, naturally helped. 

The strategy was to bridge the nostalgia and heritage with the younger audience, by saying this is a Look Good and Do Good brand. 

It's a product for a young adult, who has done his bit of meandering and has now found his stride. It's for men, not boys.