Top Story


Home >> Advertising >> Article

Marico releases latest campaign for Nihar featuring brand ambassador Vidya Balan

Font Size   16
Marico releases latest campaign for Nihar featuring brand ambassador Vidya Balan

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

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 judgements passed on them has affected their ability to reach their true potential.

Leveraging the platform further, BBH has conceptualized 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. It goes on to state that beautiful hair is not a sign of capability, it is only a sign of a potent hair oil.

Speaking about the new campaign, Anuradha Aggarwal, CMO 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.’”

 Vidya Balan, Actor and Brand Ambassador added, “I have been associated with Nihar Naturals for a long time. I love how with each campaign we touch upon a woman’s issue that’s prevalent in society and create awareness on the same. It’s not just an advertisement; this film through different creative sequences beautifully tries breaking yet another stereotype of judging women and their professions basis their hairstyles. I enjoyed shooting this film and look forward to my continued association with this brand.”

 Subhash Kamath, CEO & 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 6 years.”

 Rajesh Mani, Executive Creative Director, BBH India added, “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.”

The TVC targeted specifically to West Bengal & East India market will be followed with print & a 360 campaign.

Tags Marico Vidya balan Nihar Marketing Anuradha Aggarwal Subhash Kamath Rajesh Mani

Vijay Mansukhani, speaks to exchange4media about the resurgence of Onida, the scope of growth of consumer electronics market in India and the reasons why Indian consumer electronics brands don’t compete on a global scale

Projjol Banerjea opens up about hiring Anne Macdonald and GroupM's Rob Norman, and the brand's new identity

Meera Iyer tells exchange4media that in FY 2016/17, bigbasket clocked a revenue of Rs 1,400 crore. The online supermarket currently stands at 70,000 orders a day, with operations in 25 cities.

CMO, Kashyap Vadapalli on the start-up’s marketing play, why it has decided to stay away from IPL and response to its furniture rental apps

Ushering the launch with a campaign titled ‘The New Way to Get Rich’ showcasing how technology gets millennials closer to their financial dreams

Ogilvy and Love Matters conceptualised a campaign that aimed to change the conversation and imagery that is associated with the LGBTQ community and lesbians in particular