This was a promotional copy for Rejoice in Thailand (PertPlus / Shamptu in other parts of the world), targeting rural masses just prior to a big festival. We had already established the product benefit of beautiful straight hair as a brand benefit through thematic copies. For purposes of this promotion P&G wanted to highlight that people in Thailand could now get beautiful straight hair at the tiny price point of just 2 Baht. Given that the promotion was being run prior to a festival we leveraged regionally organised street plays that take place during the festival, wherein different communities use the occasion to mock each other in a fun way. These popular plays amongst rural populations attract quite a crowd.