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
Xiaomi India launches Redmi Note 15 Special Edition campaign
OML film puts phone through chaos to showcase durability and camera
MUMBAI: If phones could sweat, this one would still keep its cool. In a market flooded with spec sheets and sameness, Xiaomi India has decided to turn up the heat quite literally. The brand’s latest campaign for the Redmi Note 15 Special Edition swaps predictable product demos for a full-blown kitchen meltdown, with celebrity chef Sanjeev Kapoor trading calm composure for controlled chaos.
Conceptualised and produced by OML, the campaign takes a sharply unconventional route. Instead of listing features, it throws the smartphone into a high-pressure dinner service, where Kapoor subjects it to a series of exaggerated, almost absurd stress tests chopping chillies on it, splashing water across its screen, and pushing it through a tense culinary gauntlet.
The message lands without spelling itself out. While the kitchen brigade falters under pressure, the phone does not. By the time a junior chef declares it “cooked”, the device emerges unscathed quietly reinforcing its durability, ultra-slim design, and 50 Master Pixel camera.
The approach reflects a broader shift in how brands are speaking to digital-first audiences. With Gen Z increasingly immune to traditional advertising formats, the campaign leans into storytelling, humour, and cultural familiarity to hold attention mid-scroll. The casting itself does part of the heavy lifting Kapoor, known for his composed persona, appears in an unexpectedly stern avatar, adding an element of surprise that fuels shareability.
For Xiaomi India, the idea was to move away from feature-led communication towards something more experiential. By embedding the product in chaotic, real-world scenarios, the campaign attempts to make performance feel demonstrated rather than declared.
The result is less of an advertisement and more of a content piece, one that understands the algorithm as much as the audience. Because in today’s attention economy, surviving the scroll might just be tougher than surviving a kitchen rush.
