Brands
Dove mends it like Kintsugi in rebonding tale of strength and strands
MUMBAI: Hair today, stronger tomorrow. Dove is flipping the damage-care narrative with its biggest launch in 15 years the Peptide Bond Strength range, fronted by a powerful campaign titled ‘Reborn Stronger’. But this isn’t just about split ends and smooth strands. This is about scars, strength and strand-by-strand self-acceptance.
Drawing inspiration from Kintsugi, the Japanese art of honouring cracks with gold, Dove isn’t just sealing split hair, it’s celebrating the story behind it. Just like the artform, the new campaign doesn’t aim to return things to their former state. It shows that every break can lead to beauty that’s more profound, more radiant, and more resilient than before.
At the centre of the campaign is a poetic film that quite literally glows. Fractured hair strands are mended with soft golden light, a visual metaphor for Dove’s new Protein-Peptide Complex, which rebuilds hair from within by restoring broken bonds. The result? Not just repaired hair but reborn hair.
“The campaign isn’t about hiding damage, it’s about redefining it,” says Unilever vice president for hair care Sairam Subramanian. “This is for every woman who’s picked herself up and rebuilt, stronger and more radiant. ‘Reborn Stronger’ is her story, told strand by strand.”
With warm tones, gentle voiceovers and real women in everyday acts of care brushing, tying, letting their hair down the campaign paints a picture that’s less about vanity and more about vulnerability. The message: resilience isn’t loud, it’s lived-in.
Dove’s Peptide Bond Strength range is more than a formula upgrade. It’s a philosophy. Powered by the Protein-Peptide Complex, the new line works at a molecular level to repair internal hair damage and strengthen fibres from the inside out.
The brand that has stood for real beauty now invites everyone to see hair and healing as more than a return to form. As the campaign quietly declares: It’s not about going back. It’s about coming back stronger. And that’s a promise as deep as the roots.
Brands
Primus Partners appoints Akasa Air co-founder Neelu Khatri as independent director
Veteran aviation and defence professional joins as independent director
NEW DELHI: Primus Partners has appointed Neelu Khatri, a founding member of Akasa Air, as an independent director, strengthening the consulting firm’s board as it prepares for its next phase of growth.
Khatri brings more than three decades of experience across defence, aviation, aerospace technology and consulting. She was part of the core team that helped build Akasa Air from concept to launch, contributing to what has been widely described as one of the fastest airline scale ups in recent aviation history.
At Primus Partners, she will provide strategic guidance on corporate governance and help steer the firm’s long term growth plans. Her experience of building a start up into a full scale organisation is expected to support the consulting firm as it expands its footprint.
Primus Partners co-founder and chairperson Davinder Sandhu, said the appointment brings valuable expertise to the board. “Neelu’s journey across defence, aviation and consulting brings a rare blend of operational insight and strategic thinking. Her experience in rapidly scaling Akasa Air will be invaluable as we continue to grow while maintaining a strong focus on corporate governance,” he said.
Primus Partners, an India headquartered management consulting and solutions firm, has emphasised governance and board oversight since its early days. The company has also taken an unconventional approach by inviting its Gen Z employees to attend board meetings so that younger perspectives can contribute to discussions.
Speaking on her appointment, Khatri said the consulting sector is entering a transformative period shaped by emerging technologies. “The industry is evolving rapidly with the rise of AI. This is an exciting moment for an Indian origin consulting firm like Primus Partners to expand its product offerings and strengthen its presence globally,” she said.
She added that as the firm pursues ambitious expansion plans, her focus will be on ensuring strong governance frameworks and effective risk management as the organisation scales.
