Mamaearth highlights benefits of 'Onion' hair oil in its first TVC

FMCG brand Mamaearth launched its first national television advertisement, a film on Onion hair oil. It highlights the benefits of onion oil to reduce hair fall, and pitches Mamaearth’s innovative product as a modern alternative to DIY alternatives of making onion pulp for hair at home.

The TVC film conceptualised by Korra Worldwide highlights the benefits of onion. Featuring actors Aahana Kumra and Pavail Gulati, the film starts with Aahana chopping onions in her kitchen, resorting to the traditional way of using onion pulp as hair fall remedy. Pavail, playing her husband, walks into the room and watching her slicing and dicing onions, eagerly enquires about the menu hoping for a scrumptious dish. When she answers explaining that the onions are for her hair fall instead, he presents Mamaearth onion hair oil to her the most convenient alternative. Positioning Mamaearth Onion hair oil as an easier and modern way to give one’s hair the goodness of Sulphur, enriched with 10 essential oils and herbs that help in reducing hair fall, the film is a simple yet powerful representation of the brand’s philosophy and product proposition of goodness inside.

Ghazal Alagh, Co-Founder and CIO at MamaEarth, said, “Millennials are increasingly choosing products that are free of chemicals and safe. Mamaearth, with the goodness of nature in their products, is increasingly becoming the brand of choice by millennials for the product and value proposition. While the age-old remedies are effective, it is extremely tedious and time consuming to make the traditional preparations. Mamaearth is bringing these traditional recipes, coupling it with science and presenting convenient yet effective solutions for skincare and haircare needs. The film reflects this exact proposition. We hope this thought resonates with the millennials and they come forward and choose nature’s goodness with us and our products.”

The launch of the television commercial is an extension of the partnership with the popular television show Big Boss on Colors TV and Voot. And the campaign has also gone live across social media and digital platforms.

Gaurav Nabh, CEO at Korra, said, "In cluttered category like hair oil, this innovative product required a simple and easy way of communicating its benefit in a short duration. Our latest work on the onion hair oil for MamaEarth is a simple idea and story that addresses the key barrier for usage. The fact that it's told lovingly through the voice of TV / digital influencers makes the film likeable and endearing while delivering the message.”

Deepak Kumar, Head of Creative at Korra, said, “Women are very aware of the benefits of onion oil, especially with the rising searches on YouTube and DIY hacks. But these hacks and remedies are cumbersome and very laborious. The Mamaearth TVC had to clearly remind people about the ease of using onion oil now in a bottle and we did that with a simple slice of life situation of a couple where the husband showcases the goodness inside by helping solve the problem for his wife. The right cast, right music helped us create this beautiful piece.”

The TVC conceptualised by Korra Worldwide is a 25-second film and will be followed by a shorter edit of 10 seconds.

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