Marico's Nihar Shanti Amla new ad sticks to social cause
The 35-second TVC 'Dikho Khoobsurat, Karo Khoobsurat' conceptualised by BBH India is in tandem with the company's commitment to furthering children's education
BestMediaInfo Bureau | Mumbai | May 19, 2016
BBH India has created a new television commercial for Marico's Nihar Shanti Amla hair oil. While the ad's ambassador Vidya Balan flaunts her beautiful hair; the brand also reiterates the company's social objectives of not letting children drop out of schools due to financial crisis.
Speaking about the new campaign, Anuradha Aggarwal, Chief Marketing Officer at Marico, said, "It has been four years since Marico started investing in educating underprivileged children through Nihar Naturals Shanti Amla, with a clear objective to bring about a discernible change in the society. The new campaign, 'Dikho Khoobsurat, Karo Khoobsurat' captures the essence of our brand purpose of giving you healthy and radiant hair, while focusing on the creation of an environment where children are not compelled to drop out of school for financial reasons.”
The commercial highlights Nihar Shanti Amla's move into a purpose-based branding territory, with 5% of the proceeds from the sale of each bottle being devoted to the education of children.
The visual narrative of the ad is symbolic of what the brand does and the earthy lyrics sung in a child's voice is an added bonus.
Subhash Kamath, CEO & Managing Partner, BBH India, added, "We've always seen Nihar as a very progressive brand. And progressive brands don't just say things, they do things that make a real difference to people's lives. In that context, Nihar Shanti Amla has been consistently successful by giving its consumers a dual benefit i.e. get great looking hair as well as do good for society by promoting children's education. We've stayed on this 'Look good & do good' premise for four years now and it's paying rich dividends. I believe this new commercial will help grow the brand.”
Vidya Balan is shown walking through the streets with her long hair after buying the oil from a shop. People are shown gesturing to ward off the evil eye or traditional Indian habit of 'Nazar Utarna' on the roads and from the balconies. While walking, packs of school children start following her. Towards the end, she opens the school gate and the children follow. At the end of the TVC, Vidya gives credit to Nihar Shanti Amla for her long and lustrous hair, which is garnering her admiration.
Rajesh Mani, Executive Creative Director, BBH India said, “To bring alive the brand's twin purposes, we used a very slice of life creative device – 'nazar utaarna'. In normal sense, the gesture of 'nazar utaarna' is more for an outward personification of beauty but in this case, our brand ambassador Vidya Balan is being appreciated not just for her hair but also for being a change agent.”
The commercial was launched between May 13and May 16 across cable and satellite channels and will be launched on Doordarshan on May 19.
Earlier Nihar had come with other campaigns keeping in line with the brand's social commitment. They have made the ad, 'To ab apna tel garv se badlo" (change your hair oil with pride).' They had also come up with an initiative 'Nihar chhote kadam'.
The TVC:
Credits:
Advertising Agency: BBH Mumbai, India
CEO and Managing Partner: Subhash Kamath
Chief Creative Officer and Managing Partner: Russell Barrett
Planning Head: Sanjay Sharma
Executive Creative Director: Rajesh Mani
Business Director: Anish Kotian
Creative Directors: Kumar Suryavanshi and Shruti Das
Lyricist: Kumar Suryavanshi
Planning Director: Yudhisthir Agarwal
Agency Producer: Khvafar Vakharia
Senior Business Partner: Rajat Pandey
Production House: Chrome Pictures
Director: Hemant Bhandari