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
Lego brings Messi, Ronaldo, Mbappé, Vinicius together
Campaign clocks 314 million views ahead of FIFA World Cup 2026 buzz.
MUMBAI: Four legends, one frame and not a single tackle in sight. Lego has pulled off a crossover few thought possible, uniting Lionel Messi, Cristiano Ronaldo, Kylian Mbappé and Vinícius Júnior in a single campaign ahead of the FIFA World Cup 2026 only this time, they’re building dreams brick by brick.
Titled “Everyone wants a piece”, the campaign features the quartet assembling a Lego version of the World Cup trophy, before placing miniature versions of themselves atop it, a playful nod to football’s ultimate prize. Shared widely across social media, the ad carries a pointed disclaimer: it is not AI-generated, a subtle but telling signal in an era where even reality is often questioned.
The numbers tell their own story. The campaign has already crossed 314 million views on Instagram across the players’ accounts, with fans hailing it as a rare, almost nostalgic moment particularly for the reunion of Messi and Ronaldo, whose last shared campaign ahead of the 2022 World Cup became one of the platform’s most-liked posts.
Beyond the film, Lego is extending the play with exclusive, player-themed sets tied to each of the four stars, part of a broader football-led programme designed to ride the global momentum building towards 2026. The idea, as echoed by the players themselves, leans into the parallels between football and play experimentation, creativity, failure, and triumph.
Messi described the sets as a way to bring on-pitch moments into an imaginative, hands-on world, while Ronaldo called the transformation into a Lego figure a rare honour, blending sport with storytelling. Vinícius, meanwhile, struck a more personal note, recalling childhood moments of building with Lego and framing creativity as a universal language that transcends borders.
The timing is no accident. With the 2026 World Cup set to run from June 11 to July 19 across the United States, Canada and Mexico, and featuring an expanded 48-team format, global anticipation is already building. Argentina, led by Messi, will enter as defending champions, adding another layer of intrigue.
For Lego, the campaign does more than celebrate football, it taps into its mythology. Because when icons become figurines and rivalries turn into play, the beautiful game finds a new kind of pitch. one built, quite literally, by hand.
