Ad Campaigns
Mamaearth brings Sharmila Tagore and Sara Ali Khan together for the first time in their latest campaign
Mumbai: Mamaearth haslaunched its latest integrated marketing campaign for their Onion Shampoo, featuring Sharmila Tagore and brand ambassador, Sara Ali Khan. Mamaearth pioneered the modern-day solution to the traditional home remedy of using onion juice on hair to reduce hair fall, and ever since the launch the product has been the choicest of all onion options available for hair in the market. In fact, Mamaearth Onion Shampoo has been identified asthe No. 1* Onion Shampoo in India as per Kantar World Panel India Report.
Bringing together the grandmother- daughter duo, Tagore and Khan, the campaign centers around a slice of life moment between the two, where a worried Sara goes to her badi amma, Tagore, seeking solutions for her hair fall. Addressing her concern, Tagore says that when someone has strong roots, they don’t fear falling, connoting strong hair with strong roots. The film then moves to highlighting that India’s number one onion shampoo is renowned for strengthening hair and reducing hair fall by 90% and positioning Mamaearth Onion Shampoo as an easier and effective method to fortify hair roots and combat hair fall. This simple yet powerful film effectively represents the brand’s philosophy and product proposition centered around the intrinsic goodness it provides.
Regarding the campaign, Mamaearth co-founder & CIO Ghazal Alagh said, “Onion has been the most sought-after home remedy to tackle hair fall and at Mamaearth, try to provide these home remedies in hassle-free, easy, ready-to-use formats. Through our recent research, it has been established that the Mamaearth Onion Shampoo is India’s number 1 onion shampoo as per consumers. Since this was a traditional recipe in a modern format, Sharmila Tagore and Sara Ali Khan were the best pair to help communicate this message. We hope the consumers resonate with this message and choose the No. 1 onion shampoo with Mamaearth.”
“As an actor, I’ve had the privilege to work with some remarkable artists from around the world, but nothing compares to the joy of working alongside my badi amma. The opportunity to share the screen with her was truly enchanting, and when I was informed that Mamaearth wanted us to feature in their campaign for the No. 1 Onion Shampoo in India, I was thrilled as this has been a remedy, both, my mother and grandmother have been recommending for years to maintain healthy and strong hair. ” said Khan.
Tagore said, – “I have come back to the screen after a long break and working with my grand daughter was an opportunity I would not have missed.”
Havas Worldwide India CCO Anupama Ramaswamy said, “ To reach out to young women who are suffering from of hair-fall, we decided to go to the root of the problem – quite literally! This led us to conceive a powerful and meaningful visual representation: the transformation of an onion’s core into a resilient hair follicle, enveloped by layers of protection. As far as the story is concerned, it revolves around a young girl seeking solace in her grandmother’s timeless wisdom. For there is an undeniable truth in the depths of experience gained over a lifetime – it seldom disappoints.”
The campaign has been conceptualized by Havas worldwide India, which recently came on board as the creative AOR for Mamaearth.
Mamaearth is a brand built on the principles of Honesty, Natural, and Safety, and it believes that goodness starts with the small things that each of us can do daily! The brand continues to live up to its promise of using the best of nature, with no toxins and no harmful chemicals, while being cruelty-free and plastic positive.
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
