Top Story


Home >> Advertising >> Article

Vidya Balan debunks stereotypes in Nihar Naturals' #IAMCapable campaign

Font Size   16
Vidya Balan debunks stereotypes in Nihar Naturals' #IAMCapable campaign

Nihar Naturals has launched a new ad campaign that addresses gender stereotyping from the forefront. Starring Vidya Balan, 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 prevails even today, as the core idea for 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 for 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 with the way the film has turned out. It is the result of brilliantly coordinated team work, especially between the departments of art, camera, hair and make-up, and production.”

Beginning in various different sequences, the brand ambassador questions, ‘Dakho chool dekhe log ki ki bhabte shuru kore’ (Read: Look how people start judging you by your hairstyle), in 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 perception. The ad has been scripted in Bengali, which is a widely-spoken regional language, thus, enhancing the scope of understanding among an urban and regional audience.


Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.

Exchange4media interacted with Jaspreet Chandok, Vice President and Head (Fashion) , IMG Reliance Pvt. Ltd on seamless brands integrations planned for Lakme Fashion Week, walking tall despite blazing trails like GST, demonetization and being a part of the larger cultural space

Their strategy to educate the consumers to make well informed decisions at all stages has worked out well.

Bobby Pawar, MD, CCO - South Asia, Publicis India, talks about his idea of chilling out

Shaan Raza, Deputy Managing Director, Optimise, spoke to exchange4media about their journey since inception and their new technology, TrackingX, which they are planning to launch in India by February...

Meanwhile, Radio City and Radio Mirchi ruled Bangalore and Kolkata respectively

The Indian out-of-home advertising company selects Edge1's ERP software platform to automate their OOH business