Ad Campaigns
BBH: Why stereotype beauty
Mumbai: Nihar Naturals Coconut Hair Oil, the market leader in east India, launched its latest campaign challenging the culture of beauty stereotyping ingrained in society.
Women are often subjected to perceptions of being ‘more capable’ or ‘less capable’ based on their physical appearance and their choice of hairstyle. Nihar Naturals has always been at the forefront of challenging stereotypes. In 2015, Nihar partnered with Neilson to launch a nationwide study #IAMCapable, to build awareness amongst women about this culture of beauty stereotyping. The report drew attention to the biases faced by Indian Women today – 64% of Indian Women have agreed that judgements passed on them has affected their ability to reach their true potential.
BBH has conceptualised the campaign, which reiterates Nihar Natural’s brand purpose & takes the conversation a notch higher. Featuring long-term brand ambassador Vidya Balan, the campaign drives a strong message that a woman’s capability should not be judged based on the choice of her hair style. It goes on to state that beautiful hair is not a sign of capability, it is only a sign of a potent hair oil.
Marico Limited CMO Anuradha Aggarwal said, “Over the years Nihar Naturals through its various campaigns has communicated that a woman’s hair cannot be a parameter of judging her or her capability in anyway. This year’s campaign talks about how ‘Beautiful hair is not a sign of a woman’s capability, it is only a sign of a potent hair oil.’”
Vidya Balan added “This film through different creative sequences beautifully tries breaking yet another stereotype of judging women and their professions basis their hairstyles.”
BBH India CEO & managing partner Subhash Kamath said, “Nihar Naturals’ hair care category is a very competitive and cluttered one. So it’s quite a challenge to create a differentiated brand idea.”
BBH India executive creative director Rajesh Mani added, “Nihar Naturals has, over the years, taken a humorous dig at societal judgements on women’s hair and equating it with their capability. So the TVC is like a playful theatre of the absurd. The photo studio and the changing of backgrounds according to a woman’s hair style bring about the subconscious judgements that people make about women.”
Ad Campaigns
Indian Silk House Agencies launches ‘Shubho Smriti’ PoilaBoishakh campaign
Brand celebrates Bengali New Year with stories of 100 women and their saree memories.
MUMBAI: Indian Silk House Agencies has woven a beautiful new story for PoilaBoishakh, one stitched together with memories, emotions, and the timeless elegance of a saree. The leading saree retailer has unveiled ‘Shubho Smriti’, a digital-first campaign that brings together the voices of 100 women sharing their personal celebrations of the Bengali New Year. The campaign highlights how the saree remains an essential thread in these evolving traditions, from daughters gifting their mothers after years of quiet sacrifice to sarees passed down through generations carrying decades of love.
Indian Silk House Agencies CEO Darshan Dudhoria said, “What gives any tradition its relevance over time are the memories people attach to it. For over five decades, we have been closely connected to this cultural fabric. This campaign came from a simple intent to listen to these stories of our customers and bring them together.”
To mark the occasion, the brand has launched a dedicated PoilaBoishakh collection featuring handwoven textiles such as Matka silk and Jamdani, along with classic reds and whites, softer seasonal hues, and brighter options. The collection starts at ₹999 and is now available online and in stores across Eastern India.
By blending cultural nostalgia with contemporary storytelling, Indian Silk House Agencies has created more than just a campaign, it has turned personal memories into a shared celebration of tradition, emotion, and timeless style.
This PoilaBoishakh, the brand reminds us that the most beautiful things in life are often the ones we weave into our own stories, one elegant drape at a time.
