Pantene has appointed Priyanka Chopra as its newest global brand ambassador, a role which begins with a Pro-V campaign in December.

Pantene has added Priyanka Chopra to its talent roster of women from around the world. The actress, film producer, and philanthropist will represent the haircare juggernaut as its newest global brand ambassador to drive the brand’s ‘Strong is Beautiful’ message and values beyond borders.

According to the group, the artiste joins Procter & Gamble as the face of a new advertising campaign celebrating the marque’s biggest shampoo breakthrough in 30 years. The primary aim of the marketing push is to spotlight the Pro-V formulas that go beyond washing to fuel hair from within.

The latest range focuses on the nutrients contained in its targeted solutions which render hair strong from the core, so that it endures the stressors faced daily, allowing women to exude inner strength and beauty. Pantene is using the effort to encourage the pushing of boundaries and owning it.

Chopra is set to appear in the marketing exercise which spans public relations as well as television, digital, and social media advertising. She features in an ensemble spot debuting on 26 December in the United States and her own television campaign which begins airing in January 2017.

“Priyanka’s strength and confidence embody what the brand stands for and we believe she will continue to inspire women around the world to embrace their strength and wear their confidence proudly,” said Jodi Allen, Vice President of Hair Care for North America at Procter & Gamble.

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