Egyptian leading hair-care brand Hair Code can be seen in the billboards of Greater Cairo with a new outdoor campaign that promotes its range of hair styling gels for men. Though part of Indian Marico corporation since 2006, the brand has kept its Egyptian identity and is a clear market leader with over 55% of the market share in the country. The new campaign follows the TV commercial that the brand launched during the summer, as well as other online and offline marketing initiatives. Over blue and green abstract backgrounds, the ad copy reads something like “No matter how much they mess your hair. Fix it”, and portrays the two lines of hair styling gel, together with their main properties and the brand’s slogan “better fixing for longer hours”. The campaign uses Chassis on selected locations across Greater Cairo.
