Marico’s Nihar Shanti Amla, a hair oil brand, roped in bollywood actor Alia Bhatt as the face of Nihar Naturals.
The brand has launched a new TVC featuring Alia with the motto – ‘Baal Badhenge, Bachche Padhenge’. The campaign delivers the brand’s dual message of beautiful hair and its commitment towards girl child education. Nihar Shanti Amla Hair Oil stated that it not only nourishes hair but also contributes 5% of its profits to primary education, supporting the progress of the next generation.
The ad features Alia Bhatt in a school, as a co-curricular mentor bonding and helping the children prepare for their annual day. She’s fondly addressed as ‘didi’ by her students, who, mesmerised by her long, thick, black hair, recite short couplets as an ode to her beautiful hair intertwined with references to education. The film continues with Alia emphasising the brand’s commitment to its purpose.
Watch the film here:
Speaking about the new campaign, and the association with Alia, Somasree Bose Awasthi, Chief Marketing Officer, Marico Limited, said, “We are delighted to welcome Alia into the Marico and Nihar Naturals family. Nihar Shanti Amla, at its core, is a purpose led brand that champions the cause of progress through children’s education. Alia, apart from being multi-talented, is someone who is passionate about the cause of girl child education, perfectly complementing the cause espoused by the brand of making every girl self-reliant. Nihar Shanti Amla not only delivers on functional benefits, but also enables women to be change makers by directly contributing to this cause that personally resonates with them. We are confident that the TVC will strike a chord with women everywhere.”
Commenting on her partnership, Alia Bhatt, said, “I am excited to be a part of the Nihar Naturals family and partner with a brand that truly believes that beauty and making a difference go hand in hand! Educating the girl child has always been a cause that is close to my heart, and it thrills me to be a part of a brand that is truly working to bring an impactful change in their lives”.
Speaking about this, Anurag Agnihotri, Managing Partner, Team WPP, said, “We wrote a script that was a perfect vehicle for Alia’s talent, youthful energy & charm. The sweet, simple idea, marrying the brand purpose with its role in hair health and beauty, carries the message in a way that brings a smile to the face.”
The director of the ad film, Abhishek Varman, added, “Sometimes, creating a vibrant, warm environment and giving your cast the space to exert their natural charm is enough. In this case, it was.”
The ad film has been released on television and will also be featured later on digital platforms.
Creative Agency Credentials –
Agency Name: Team WPP
Production House Credentials –
Director: Abhishek Varman
Producer: Gaurav Chanana
DOP: V.Manikandan
Music Director: Abhishek Arora
