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Tag: Nihar Naturals

  • Attempts to send message that ‘Capability has no look or hairstyle’ through powerful stories of women

    Nihar Naturals Hair Oil launches its digital campaign #Unstereotype

    By A Correspondent

     

    On the occasion of International Women’s Day, Nihar Naturals unveiled its digital campaign titled #Unstereotype, to recognise and showcase stories of real women and their experiences of breaking stereotypes. Through this campaign the brand aims to drive an impactful message leading to change in perception about correlating a woman’s look and her capabilities.

     

    Commenting on the campaign, Koshy George, Chief Marketing Officer, Marico Limited said: “Nihar Naturals believes that every woman has unlimited potential and strength and stereotyping them basis their looks overshadows their efforts and hard work. The women featured in our videos have done extraordinary work in their respective professions and we salute their strength, determination and capability. The brand has always championed the cause of women’s progress and is a perfect embodiment of the spirit of these strong women.”

     

     

  • Scripted in Bengali, the ad has been conceptualised by BBH and produced by Studio Eeksaurus

    New Nihar Naturals ad debunks hairstyle stereotypes

    By A Correspondent

     

    Nihar Naturals has launched a new ad campaign that addresses gender stereotyping in the forefront. Starring VidyaBalan, who has been consistent in her positioning with the brand, the campaign depicts the societal perception of women in stereotypical scenarios such as a housewife in the kitchen, an airhostess on a flight deck and a manager in an office space. As women stereotypes have been prevalent for long, the brand decided to use this mind-set, which still exists today, as a core idea of the content.

     

    Commenting on the campaign, Suresh Eriyat, Studio Eeksaurus said “When I had structured the ad in my head, I felt we had a huge scope of bringing interesting art and humour to make the already interesting premise memorable. The kind of enthusiasm Vidya has shown in her consistent battle towards gender stereotypes has been healthy with the brand. Of course working with her is always a joy considering her ease in delivering diverse performances and also the way she stretches herself to help achieve a director’s vision. I am happy the way the film has turned out and it is the result of brilliantly coordinated team work especially between the departments of art, camera, hair and make-up, production.”

     

    Beginning in various different sequences, the brand ambassador questions ‘dakhochooldekhe log kikibhabteshurukore’ (Read: look how people start judging you by your hairstyle) in a rhetorical enthusiasm. The ad smartly uses creative sets and props propelled by an ingeniously modified machine to mechanically synchronise the background scenarios to match with Vidya’s hairstyles and the photographer’s perceptions attached to it. It has been scripted in Bengali, which is a widely-spoken regional language, thus enhancing the scope of understanding to an urban and regional audience.

     

  • The campaign features brand ambassador Vidya Balan

    Nihar questions culture of beauty stereotyping in campaign

     

     

    Nihar Naturals Coconut Hair Oil has launched its latest campaign challenging the culture of beauty stereotyping ingrained in society.

     

    Women are often subjected to perceptions of being ‘more capable’ or ‘less capable’ based on their physical appearance and their choice of hairstyle. Nihar Naturals has always been at the forefront of challenging stereotypes. In 2015, Nihar partnered with Neilson to launch a nationwide study #IAMCapable, to build awareness amongst women about this culture of beauty stereotyping. The report drew attention to the biases faced by Indian women today – 64 per cent of Indian women have agreed that judgments passed on them have affected their ability to reach their true potential.

     

    Leveraging the platform further, BBH has conceptualised and executed the latest campaign, which reiterates Nihar Natural’s brand purpose and takes the conversation a notch higher. Featuring long-term brand ambassador Vidya Balan, the campaign drives a strong message that a woman’s capability should not be judged based on the choice of her hair style.

     

    Speaking on the campaign, Anuradha Aggarwal, Chief Marketing Officer at Marico Limited said: “Over the years Nihar Naturals through its various 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.’”

     

    Said Subhash Kamath, CEO & Managing Partner, BBH India:  “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 6 years.”

     

    Added Rajesh Mani, Executive Creative Director, BBH India: “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 the director E Suresh of Eeksaurus for a superbly art directed film. His craft took the film to the next level.”