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Nihar Naturals continues to empower Indian women

The TVC, conceptualized by BBH India, spreads the message that with each pop of the bottle cap, Nihar Shanti Amla is making education possible for some child somewhere in India

BestMediaInfo Bureau | Delhi | March 21, 2013

After a successful ‘Chotte kadam pragati ki aur’ campaign, Nihar Naturals is all set to launch the second phase of its campaign titled ‘Garv se Badlo’. The new TVC features brand ambassador Vidya Balan, who encourages women to choose a bottle of Nihar Shanti Amla to give themselves a sense of pride from beautiful looking hair, just like her, and which also empowers her to embark on impactful changes in the lives of children.

The creative agency for the TVC is BBH India and the production house is Apostrophe. The campaign is slated to run from March 2013 as a 40-second commercial. It utilizes the authenticity of the product to communicate an interesting proposition through a real, everyday set-up to make it an impactful public campaign.

The film showcases how each pop of the bottle cap puts a smile on the faces of young Indians through education. The first TVC showcased how Nihar Naturals is empowering women of today. The new campaign showcases the satisfaction that these progressive women are deriving by enabling big changes in society. The brand puts forth a sense of identity she achieves through her everyday household choice and making her a custodian for future generations.

The TVC has a touching script, which depicts Vidya Balan as a loved schoolteacher who undertakes an interactive style of teaching with hand-puppets, song and dance. She too is a user of Nihar Shanti Amla facilitating education in the lives of her students as well as children across the nation through her choice of hair oil.

Subhash Kamat, Managing Partner, BBH, said, “We see Nihar as a progressive brand with its head held high among many traditional rivals. As a progressive brand, we believe it’s not just about delivering strong category benefits but actually empowering our consumers to do good for others as well. This is precisely what this programme for Nihar Shanti Amla is about. It's not just a communication; it is a platform by which the brand helps consumers contribute to children's education. We believe it's a very powerful message and are very excited by the prospects.”

The TVC:



Client: Marico

Agency: BBH India

Creative Team: Russell Barrett, Puneet Kapoor, Suyash Khabya, Roshni Kavina

Account Management: Subhash Kamath, Abhimanyu Khedkar, Royston Netto, Mandar Shete, Alvin Ferrao

Strategic Planning: Partha Sinha, Yousuf Rangoonwala

Agency producers: Rahul Kulkarni

Director: Koushik Sarkar (Apostrophe Films)

Music Director: Sameer Uddin

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