Hyderabad: Streax, a hair colour and hair care brands from Hygienic Research Institute (HRI), has announced the appointment of Indian pace spearhead Jasprit Bumrah as the product ambassador for Streax Shampoo Hair Colour. The association is being unveiled through a new integrated campaign titled “Main Fast, Streax Super-Fast”, spotlighting speed, confidence, and effortless grooming for today’s on-the-go consumers.
With its five-minute application time, Streax Shampoo Hair Colour is positioned as a disruptive innovation in the category, offering convenience and performance at an accessible price point of Rs 10. Enriched with almond oil and noni extracts, and free from ammonia and sulfates, the product delivers a gentle, conditioning experience while leaving hair smooth and healthy-looking. The Rs 10 pack is aimed at driving category penetration, particularly in South India, the largest market for shampoo hair colour, by enabling more consumers to upgrade to the shampoo-format colouring solution.
Commenting on the association, Priyancka Puri, Sr VP Marketing, Hygienic Research Institute, said, “Jasprit Bumrah is the perfect fit for Streax – he embodies precision, performance, and passion, the same qualities that define our brand. Our campaign ‘Main Fast, Streax Super-Fast’ reflects what we truly believe in: innovation that’s quick, reliable, and effective for today’s fast-paced consumer. South India is a very strategic market for us, and with Streax Shampoo Hair Colour priced at just Rs 10, we want to make this innovative, shampoo-format hair colour even more accessible to households across the region.”
Bumrah’s reputation for speed, control, and consistency closely aligns with the core promise of Streax Shampoo Hair Colour—fast application with high-quality results. The new television commercial, anchored in the campaign thought “Main Fast, Streax Super-Fast”, presents a performance-led narrative that moves beyond convenience to position the product as a smart grooming solution for modern consumers.
Speaking on the collaboration, Jasprit Bumrah, who is represented by RISE Worldwide, said, “Consistency defines everything I do — whether it’s my game or the way I present myself. Partnering with Streax felt natural because their Shampoo Hair Colour stands for exactly what I value: speed, confidence, and results you can trust. Main fast, Streax super-fast is definitely a vibe and sentiment that I connect with.”
The “Main Fast, Streax Super-Fast” campaign has been rolled out across television, digital, and social media platforms, featuring Bumrah in a bold and contemporary avatar that reinforces Streax’s vision of combining speed, style, and self-assurance while strengthening its market presence in the fast-growing shampoo hair colour category.
