Marico's Nihar Naturals' 'Kesh Utsav' initiative honours Maa Durga

With a multi-touchpoint brand initiative “Nihar Kesh Utsav”, Marico’s Nihar Naturals embarked on a journey to honour Maa Durga this Pujo.

The initiative that spanned across 2 weeks had an array of digital and on-ground experiences to build a deeper connect with the brand’s audience.

The Nihar Kesh Utsav commenced with an advertisement on Zee Bangla, featuring the well-known Bengali television actress, Divyani Mondal communicating the message that all hair types are beautiful as long as they are healthy.

Through the ad film and her social media pages, Mondal invited viewers to enter a contest by submitting photos of their beautiful hair with Nihar Naturals via WhatsApp.

Some of the best entries were featured in a Nihar Naturals Ad amplifying the campaign message “All hair is beautiful”. This ad will be aired exclusively on Zee Bangla for 4 days starting December 5.

In a gesture to honour the rich culture of West Bengal and strengthen the bond with their consumers, Nihar Naturals crafted a magnificent 10-foot-tall Durga Maa idol, crafted entirely from approximately 300 coconuts, one of the core ingredients in Nihar Naturals Hair Oil.

The idol was inaugurated by Actress Mondal at the Maddox Square Pandal on  October 18. The brand also set up a hairdo booth spearheaded by celebrity hairstylist in Tollywood, Jolly Chanda.

To generate excitement about the contest and attract visitors to witness the innovative Durga Maa idol, Nihar Naturals strategically positioned branded kiosks at 50 Resident Welfare Associations across Kolkata on the October of 14th and 15th. These kiosks engaged the residents with various games and activities. In addition, renowned Bengali actress Shweta Bhattacharya also visited the kiosks and interacted with the residents further intensifying the event's anticipation and buzz.

Somasree Bose Awasthi, Chief Marketing Officer, Marico, said, “The Nihar Naturals Kesh Utsav activation this Pujo marked a significant milestone for the brand, as we built a deeper connect with our consumers across touchpoints with a culturally immersive experience. Undoubtedly, the highlight was the awe-inspiring 10-foot Durga Pujo idol made from approx. 300 coconuts, an ingredient that consumers identify with when they think of Nihar Naturals. Our primary objective with this activation was to express our gratitude to our cherished Nihar consumers in West Bengal for their unwavering trust and support of Nihar Naturals over the years.”

Info@BestMediaInfo.com