The campaign features brand ambassador Vidya Balan
Mumbai, May 17, 2016: Nihar Naturals Shanti Amla, one of the fastest growing hair oil brands in the country launched its latest campaign – Dikho Khoobsurat, Karo Khoobsurat in tandem with its long term commitment to furthering children’s education in the country.
A brand whose name is almost synonymous to its humanitarian approach towards society, Nihar Naturals Shanti Amla has undertaken the cause of children’s education at the heart of its existence. Embarking on this mission four years ago to make education accessible to children across India, the brand contributes 5% of its profits towards children’s educational development, thereby becoming an enabler for consumers to make a positive change to the society.
The TVC created by BBH India showcases Vidya Balan walking through the streets, wherein people are gesturing to ward off the evil eye or traditional Indian habit of ‘Nazar Utarna’. While walking, packs of school children start following her lead. At the end of the TVC, Vidya gives credit to Nihar Shanti Amla for her long, lustrous and beautiful hair, which is garnering her admiration from these people. She adds that not only does the brand help add to her appeal, but also takes on its commitment to educate children, by contributing 5% of its profits towards this cause. The tagline ‘Dikho Khoobsurat, Karo Khoobsurat’ further reiterates the brand purpose of Nihar Shanti Amla of being an ally to progress.
Speaking about the new campaign, Anuradha Aggarwal, Chief Marketing Officer at Marico Limited says, "It has been four years since Marico started investing in educating underprivileged children through Nihar Naturals Shanti Amla, with a clear objective to bring about a discernible change in the society. The new campaign, ‘Dikho Khoobsurat, Karo Khoobsurat’ captures the essence of our brand purpose of giving you healthy and radiant hair, while focusing on the creation of an environment where children are not compelled to drop out of school for financial reasons.”
Vidya Balan, Actor and Brand Ambassador says, “I’ve been associated with the brand for 6 years now and I can’t say this enough number of times - that it’s been a proud association because its gone beyond its functionality. We have gone on to breaking stereotypes, questioning the status quo and that’s what is so remarkable about the brand. It is constantly evolving and speaking to the customer in the language of today, addressing today’s woman’s needs. I think the new campaign puts across the message very effectively and in a fun way. There’s a lot of colour, there’s a lot of life and the children! The jingle is very very peppy! I think it’s something that people will begin to hum and they will look forward to watching again and again. Like I said it puts forward the message effectively, engagingly and in a fun way"
Subhash Kamath, CEO & Managing Partner, BBH India adds "We've always seen Nihar as a very progressive brand. And progressive brands don't just say things, they do things that make a real difference to people's lives. In that context, Nihar Shanti Amla has been consistently successful by giving it's consumers a dual benefit i.e. get great looking hair as well as do good for society by promoting children's education. We've stayed on this 'Look good & do good' premise for 4 years now and it's paying rich dividends. I believe this new commercial will help grow the brand from strength to strength”
Rajesh Mani, Executive Creative Director, BBH India said, “To bring alive the brand’s twin purposes, we used a very slice of life creative device – “nazar utaarna”. In normal sense, the gesture of nazar utaarna is more for an outward personification of beauty but in this case our brand ambassador – Vidya Balan is being appreciated not just for her great hair but also for being a change agent. The visual narrative is symbolic of what the brand does and the earthy lyrics, sung in a child’s voice, adds memorability to the film.”
Advertising Agency: BBH Mumbai, India
CEO and Managing Partner: Subhash Kamath
Chief Creative Officer and Managing Partner: Russell Barrett
Planning Head: Sanjay Sharma
Executive Creative Director: Rajesh Mani
Business Director: Anish Kotian
Creative Directors: Kumar Suryavanshi and Shruti Das
Lyricist: Kumar Suryavanshi
Planning Director: Yudhishthir Agrawal
Agency Producer: Khvafar Vakharia
Senior Business Partner: Rajat Pandey
Production House: Chrome Pictures
Director: Hemant Bhandari
TVC Link: https://youtu.be/Y6vIOj-yx60