Six Inches will make the cut for HairXpreso

Six Inches Communications has won the creative duties for HairXpreso, a retail compact salon venture initiated by Jawed Habib.

The agency will be responsible for generating awareness of the brand through its offerings with a focus on advertising, below-the-line and online. Six Inches will also help the brand bring franchisees through a tactical advertising approach. The brand advertising will primarily focus on print activation and online.

HairXpreso is a brand of budget salons that will provide dry hair cut services, products focused on styling and accessories. These salons will be placed in malls across major metros in India, malls being a favourable destination where footfalls and consumer traffic already exists and are in abundance.

Pravin Shah, founder and managing director, Six Inches Communications, says, "HairXpreso is an interesting and challenging assignment for us. We are happy about this win and will work as a business extension for HairXpreso."

Commenting on the engagement, Zafar Khan, chief executive officer, Jawed Habib's HairXpreso, says, "Our plans are aggressive and our vision is focussed and Six Inches is the right fit for this. Its ideas and seamless integration of all media made us choose it as our creative partner."

Only a few months ago, Six Inches launched a 360 degree campaign for MF Global, a leading broker for exchange traded futures with a unique proposition.

The campaign included television, print, radio and outdoor media, with an aim to salute the courage and optimism of Indian investors who, despite times of failure and turmoil, continued investments.