Freedom Battle event closes Dandex Pro Scalp ‘Freedom Run’

Akash Palandagama (right) at the finals 

The competitors at the finals 

The Freedom Run, a fast-paced digital game by Dandex Pro Scalp, was successfully completed with Akash Palandagama, the winner with a highest overall score, walking away with a grand prize of Rs. 50,000 at the Dandex Pro Scalp Freedom Battle Event. 

Freedom Run required players to comb their way through a four-level visualised scalp to overcome everyday problems and find the right solution to their scalp-care obstacles along the way. The game’s four levels were built around Dandex Pro Scalp variants but also featured fun components to subconsciously learn about product benefits. The game was rolled out through an on-ground activation while also engaging with players online.

“With a younger generation spending more of their time playing games, we turned to ‘gamification’, and basically digitised a product leaflet into a game that excited people to engage and educate them at the same time,” said Hemas Consumer Brands Marketing Manager Naveed Anjoon. “Dandex Pro Scalp is a truly local brand and has always worked towards reaching out and understanding local consumers and their needs. This initiative was a novel project that is a testament to this endeavour,” he added. 

The Freedom Run project reached out to players all over the island covering over 40+ locations, engaging with over a million people through online media and a total of 10,000 players. The final Freedom Battle event had participants from all over the country

“Dandex Pro Scalp changed the way of creating brand awareness and the way on-ground activations are done,” said Dandex Pro Scalp Brand Manager Dinali Sugathadasa. “Due to the immense success it gained during this activation, ‘Freedom Run’ is now gearing up for Phase 2 which will be rolled out soon.”

“I was using Dandex Pro Scalp before, but after playing the game, I really understood which product is for which hair problem,” said Akash Palandagama, the Dandex Pro Scalp Freedom Battle winner. “It was a very fun and exciting event and hope there are more events like this in the future.”

Dandex Pro Scalp is a product of Hemas Manufacturing Ltd. and is the pioneering anti-dandruff shampoo with a market presence of over 25 years in Sri Lanka.