Mamaearth, a beauty and personal care brand, has launched a new marketing campaign for its Onion Shampoo, featuring Sharmila Tagore and brand ambassador Sara Ali Khan.
Conceptualised by Havas Worldwide India, the campaign showcases a heartfelt interaction between Sara and Sharmila, emphasising the importance of strong roots for strong and healthy hair.
https://www.youtube.com/watch?v=W8–E46YWQ4&feature=youtu.be
The brand further positions its Onion Shampoo as a modern-day solution to the traditional home remedy of using onion juice to reduce hair fall.
Anupama Ramaswamy, Chief Creative Officer, Havas Worldwide India, said, “ To reach out to young women who are suffering from of hair-fall, we decided to go to the root of the problem – quite literally! This led us to conceive a powerful and meaningful visual representation: the transformation of an onion’s core into a resilient hair follicle, enveloped by layers of protection. As far as the story is concerned, it revolves around a young girl seeking solace in her grandmother’s timeless wisdom. For there is an undeniable truth in the depths of experience gained over a lifetime – it seldom disappoints.”
Regarding the campaign, Ghazal Alagh, Co-Founder and CIO at Mamaearth, said, “Onion has been the most sought-after home remedy to tackle hair fall and at Mamaearth, try to provide these home remedies in hassle-free, easy, ready-to-use formats. Since this was a traditional recipe in a modern format, Sharmila Tagore and Sara Ali Khan were the best pair to help communicate this message.”
“As an actor, I’ve had the privilege to work with some remarkable artists from around the world, but nothing compares to the joy of working alongside my badi amma. The opportunity to share the screen with her was truly enchanting, and when I was informed that Mamaearth wanted us to feature in their campaign for its Onion Shampoo in India, I was thrilled as this has been a remedy, both, my mother and grandmother have been recommending for years to maintain healthy and strong hair,” said Sara Ali Khan
Sharmila Tagore said, “I have come back to the screen after a long break and working with my grand daughter was an opportunity I would not have missed.”
