MUMBAI: Vasmol, a hair colour brand with more than 60 years of history, unveiled its newest campaign in Bhubaneswar on 25 June, 2025, at The Mayfair Hotel, in a celebration of Indian culture, beauty, and innovation. The campaign ties in with the Rath Yatra event, celebrating the launch of Vasmol Henna Crème Hair Colour, an ammonia-free, henna-infused hair colour solution designed for today’s Indian woman.
The announcement was made at a press conference attended by media representatives, brand leaders, and special guest Padma Shri Sudarsan Pattnaik, a sand artist who has collaborated with the company to build a sand sculpture celebrating the spirit of the festival.
As a tribute to the Jagannath Rath Yatra, Padma Shri Sudarsan Pattnaik unveiled a sand sculpture on 22 June. The artwork features the same woman in two states—before and after applying Vasmol Henna Crème Hair Colour. One side shows visible grey hair, while the other reveals naturally beautiful black hair, symbolizing complete grey coverage and safe, gentle transformation. At the center is the Vasmol Henna Crème pack, and above it, the iconic three Rathas (chariots) pay homage to the spiritual essence of the Yatra. Anchored by the line “Surakshit rahe mera baal, Vasmol Heena Crème Colour ke Saath,” the installation beautifully blends faith, ritual, and Vasmol’s promise of rooted yet modern beauty.
Dheeraj Arora, MD, CEO HRIPL, the parent company of Vasmol, shared the brand’s vision, stating, “For over six decades, Vasmol has been an integral part of Indian homes, cherished not just in daily rituals but also deeply within our hearts. Our newest offering, Vasmol Henna Crème Hair Colour, signifies another meaningful step forward, where tradition meets modern convenience. This innovation blends the nurturing care of heritage with the ease and confidence today’s consumers desire. With this launch, every woman can proudly say, “Surakshit rahe mere baal, Vasmol Heena Crème Hair Color ke saath”
Priyanka Puri, Sr. VP – Marketing, HRIPL, added, “This campaign is rooted in the emotional language of tradition, self-expression, and generational beauty. With #RootedInVasmolHenna, we’re not just celebrating hair colour—we’re honouring rituals passed down through time, reimagined for today’s Indian woman. The launch of our new Vasmol Henna Crème is a step forward in that journey—an innovation that brings together the care of tradition and the ease of modernity. With this, every woman can now say: ‘Surakshit rahe mere baal’—with beauty that lasts before darshan and long after.
“Our Rath Yatra activation, in partnership with the incredible Padma Shri Sudarsan Pattnaik and the traditional chamara ritual, is more than a campaign—it’s a soulful expression of devotion, confidence, and timeless connection. It speaks to every woman who finds strength in her roots while embracing the present with pride.
Pattnaik shared, “Sand is such a powerful medium, it lets you tell stories that come straight from the soil and speak to the soul. Working with Vasmol, a brand that’s deeply rooted in heritage and emotional beauty, gave me the chance to create something that not only honours our traditions but also reflects how they continue to evolve in today’s world.”
As the Rath Yatra moves forward, so does Vasmol, carrying a legacy of trust, care, and colour for every generation.
