The campaign featuring brand ambassador Vidya Balan has been conceptualised by BBH India and challenges the culture of judging women by their appearance
BestMediaInfo Bureau | Mumbai | December 14, 2016
Nihar Naturals Coconut Hair Oil has launched a campaign challenging the culture of beauty stereotyping. Women are often subjected to perceptions of being ‘more capable’ or ‘less capable’ based on their physical appearance.
With its new campaign, conceptualised by BBH India, Nihar Naturals intends to address this problem and send out the message that how one looks is not a measure of how capable he or she is.
Anuradha Aggarwal, Chief Marketing Officer, Marico Limited, said, “Over the years, Nihar Naturals through its campaigns has communicated that a woman’s hair cannot be a parameter of judging her or her capability in anyway. In each campaign, the brand has talked about a new aspect in which women are judged. This year’s campaign talks about how ‘Beautiful hair is not a sign of a woman’s capability, it is only a sign of a potent hair oil’.”
Calling the brand a tongue-in-cheek commentator and highlighting the challenges of creating communication for the category, Subhash Kamath, CEO and Managing Partner, BBH India, said, “Nihar Naturals is one of Marico’s most successful and fastest growing brands and we’ve been proud to be partners on its journey. The hair care category is a very competitive and cluttered one. So it’s quite a challenge to create a differentiated brand idea. Happily, we’ve been able to do that for Nihar. It’s not just a hair oil but a tongue-in-cheek social commentator too, a strategy that’s worked very well for the past six years.”
“Nihar Naturals has, over the years, taken a humorous dig at societal judgements on women’s hair and equating it with their capability. So the TVC is like a playful theatre of the absurd. The photo studio and the changing of backgrounds according to a woman’s hair style bring about the subconscious judgements that people make about women. And our brand ambassador Vidya Balan has essayed a wonderful role to bring the idea alive. All credit to director E Suresh of Eeksaurus for a superbly art directed film. His craft took the film to the next level,” said Rajesh Mani, Executive Creative Director, BBH India.
The TVC is targeted specifically at West Bengal and East India market and will be followed with print and a 360 degree campaign.
Client: Nihar Natural
Advertising Agency: BBH Mumbai, India
CEO and Managing Partner: Subhash Kamath
Executive Creative Director: Rajesh Mani
Planning Head: Sanjay Sharma
Creative Team: Shruti Das, Kumar Suryavanshi, Jeet Singh and Pallavi Pardikar
Account Management Team: Anish Kotian, Sapna Bangera, Tanya Kalia
Planning Team: Yudhisthir Agarwal and Shivendra Dixit
Agency Production team: Khvafar Vakharia and Stuti Guha
Production House: Eeksaurus
Director: E Suresh