Mumbai: Mamaearth has onboarded South Indian and Bollywood actress Sreeleela as the brand ambassador for its hair care category, marking a new chapter for the purpose-driven personal care brand. Alongside the announcement, Mamaearth has rolled out a Valentine’s Day campaign for its Rosemary Anti-Hair Fall Shampoo, blending light-hearted storytelling with ingredient-led positioning.
Sreeleela, known for her strong Gen Z appeal and natural on-screen presence, is expected to help the brand deepen its connection with younger consumers. The association aligns with Mamaearth’s focus on natural, toxin-free formulations designed to address everyday personal care concerns.
Set in a packed cricket stadium, the campaign film features Sreeleela and actor-dancer Shantanu Maheshwari in a playful Kiss Cam moment. The mood shifts when a few strands of hair come loose as Shantanu runs his fingers through her hair, a moment amplified on the stadium’s big screen. The narrative then pivots to introduce Mamaearth Rosemary Anti-Hair Fall Shampoo, formulated with Rosemary and Methi Dana, positioned as a solution to help reduce hair fall and strengthen hair. The film concludes with Sreeleela returning confidently, showcasing healthier, fuller-looking hair.
Speaking about the campaign, Sreeleela said, “I’m excited to be a part of this campaign as it brings together a fun, relatable story that reflects real, everyday moments. The film addresses concerns like hair fall in a light and honest way, without exaggeration. What truly draws me to Mamaearth is the brand’s philosophy of using thoughtfully chosen, natural ingredients backed by proven efficacy. Being associated with a brand that addresses real consumer needs with effective, ingredient-led solutions makes this campaign feel authentic and meaningful to me.”
Snigdha Anand, SVP & Brand Head – Marketing, Mamaearth, added, “With this campaign, our intent was to tell a story that feels familiar and easy to recognise, without over-dramatizing the concern. By placing hair fall in a moment of closeness and public visibility, the narrative remains honest while clearly establishing the product’s role. Welcoming Sreeleela as the new face of Mamaearth’s hair care category is a strategic step in strengthening our relevance with a younger, evolving consumer base, while continuing to focus on effective, ingredient-led hair care solutions.”
