Procter & Gamble is trialling an interactive ad for haircare brand Pantene. The ad ­ shown on Cable & Wireless digital cable TV in the north west ­ offers viewers hair diagnoses based on a brief questionnaire. Consumers can then click on an on-screen box to receive a Pantene sample, and they can send a Pantene postcard via TV e-mail. Rahul Chakkara, European interactive manager for P&G, said this was a step towards "delivering personalised brand experience as demanded by the consumer when she wants, in the way she wants". {{P&P }}