MAM
Hair today hit tomorrow as Nihar drops Fit Chul anthem
Marico turns Bengal beats into a hair fitness movement for Gen Z.
MUMBAI: When hair gets a beat, it does not just shine, it headlines. Marico Limited has struck a new note in the East, unveiling an original music track for Nihar Naturals Hair Oil under its latest digital campaign, “Fit Chul, Hit Chul”. Rooted in West Bengal’s musical legacy, the initiative blends culture, self expression and modern haircare into a reel ready movement that aims to make “hair fitness” both aspirational and shareable.
Positioned as the number one hair oil brand in the East, Nihar Naturals is leaning into regional pride and digital behaviour in equal measure. The new anthem, created with Bengal based music talents Mrinmay MS and Shreya Basu, translates the brand’s core proposition of thick, healthy hair into a high energy hook designed for short form video platforms.
The campaign will be amplified by popular influencers across West Bengal along with celebrity brand ambassador Rukmini Maitra, encouraging user generated content and social participation. The idea is simple but sharp, if music is how Bengal expresses itself, then hair care can join the chorus.
Marico Limited chief marketing officer Vikram Karwal said the brand deliberately anchored the campaign in the state’s creative DNA. He noted that music in West Bengal has always been a vehicle for emotion and identity, and that “Fit Chul, Hit Chul” translates the hair fitness proposition into a cultural language that resonates deeply with consumers. He added that the track, composed by local creators, is intended not merely as a campaign but as a movement reinforcing the belief that strong, healthy hair is built through daily care and confidence.
The campaign, conceptualised by Tonic Worldwide, is built on an insight that resonates strongly with Gen Z audiences, consumers do not just buy products, they buy into identities and communities. Rather than speaking only about functional benefits, the brand aims to turn healthy hair into social currency.
Tonic Worldwide co-founder and chief strategy officer Unmisha Bhatt said the team set out to make hair fitness culturally relevant for young adults in Bengal. By tapping into the region’s passion for music and collaborating with local creators, the agency sought to position Nihar Naturals not just as a daily essential but as a catalyst for content creation and self expression.
The music led push coincides with the rollout of Nihar Naturals’ new beauty range across general trade outlets and modern retail stores in West Bengal. The portfolio now includes three variants, Coconut Rosemary Hair Oil, Coconut Almond Hair Oil and Coconut Aloe Vera Hair Oil, each blending contemporary ingredients with the brand’s established coconut heritage.
In a market where brands increasingly compete for screen time as much as shelf space, Marico’s latest move suggests that in Bengal, the way to healthy hair may just be through a catchy chorus.
MAM
India’s experience economy grows as live events market hits Rs 17,000 crore
EY-Parthenon and BookMyShow report finds 78 per cent Indians prefer experiences over products
MUMBAI: India’s live entertainment scene is no longer just about music, comedy or festivals. It is increasingly becoming a powerful stage for brands seeking deeper connections with consumers.
A new report titled Beyond Attention, Into Immersion by EY-Parthenon and BookMyShow suggests that India’s experience economy is entering a strong growth phase, driven by consumers who are choosing memorable moments over material purchases.
According to the study, the country’s live events ecosystem, which includes concerts, comedy tours, festivals and immersive exhibitions, is estimated to reach around Rs 17,000 crore in 2025. The growth reflects a broader cultural shift in how Indians spend their time and money.
The report finds that 78 per cent of Indian consumers now prefer spending on experiences rather than physical products. From attending concerts and festivals to participating in interactive brand installations, audiences are increasingly seeking engagement, community and shareable moments.
This change in consumer behaviour is particularly evident among younger audiences who want to participate rather than simply watch. Instead of passively consuming entertainment, many now look for experiences that allow them to interact, express themselves and connect with like minded communities.
For marketers, this shift has turned experiential marketing into a strategic priority rather than a promotional add on. Brands are moving away from interruption driven advertising and towards immersive formats that allow consumers to discover, test and emotionally connect with products.
The report suggests that experiential marketing now plays a role across the entire consumer journey. It can spark brand discovery, strengthen storytelling, encourage product trials and ultimately influence purchase decisions and loyalty.
The impact is already visible. Post event surveys conducted among 7,450 attendees at major events including Lollapalooza India and concerts by Ed Sheeran and Guns N’ Roses highlight the effectiveness of these experiences.
Around 59 per cent of attendees recalled brands they interacted with during the events, while 55 per cent said those interactions increased their likelihood of purchasing from the brand. A further 63 per cent reported that brand activations actually enhanced their event experience rather than distracting from it. Nearly 29 per cent also said the interaction improved their perception of the brand.
Brands are also changing the way they approach events. Instead of simply putting logos on stages or banners, companies are building experiences into the fabric of the event itself.
Financial services brands, for example, are offering early ticket access, exclusive lounges and curated event experiences for cardholders. Fashion and beauty companies are using festivals to showcase products through pop ups, interactive installations and social media friendly spaces that encourage visitors to share their experiences online.
The scope of experiential marketing now stretches far beyond live entertainment. Retailers are designing experiential stores where customers can explore products in lifelike environments. Entertainment platforms are extending popular intellectual properties into immersive exhibitions and fan events. Technology is also playing a growing role through augmented reality and virtual try on tools that blend digital discovery with physical interaction.
Cultural festivals remain one of the most powerful platforms for such engagement in India. Celebrations such as Navratri and Holi bring together large communities, emotional participation and heightened consumer spending. For brands, these moments offer an opportunity to become part of the celebration rather than simply advertise around it.
Despite the momentum, the report notes that some companies still hesitate to adopt experiential marketing at scale. Budget constraints, limited expertise and uncertainty around measuring return on investment remain common concerns.
However, the growing body of data around consumer engagement and brand impact is gradually addressing these challenges. More marketers are expected to allocate a larger share of their budgets to experiential formats over the coming years.
Taken together, the findings point to a clear trend. As consumers seek meaning, memories and moments worth sharing, live experiences are emerging as one of the most powerful ways for brands to stay relevant in a crowded media landscape.
