Hogarth India launches Dove’s Reborn Collective with culture-led storytelling

Hogarth India has collaborated with Dove to conceptualise and execute The Reborn Collective, Dove’s first long-format cultural platform. The initiative is centred on the idea that true strength emerges from lived experience rather than surface-level perfection.

The platform complements the launch of Dove’s Peptide Bond Strength haircare range, which focuses on repairing broken hair bonds using peptides, making hair stronger. This product insight inspired the broader cultural metaphor of Kintsugi, the Japanese art of repairing broken objects with gold, where damage is acknowledged and strengthened rather than hidden.

Hogarth’s creative team translated Dove’s Reborn Stronger philosophy into a series of intimate, human-first stories and collaborations. Anchored in the Kintsugi metaphor, the collective features eight women whose experiences reflect resilience developed over time: Neena Gupta, Sunita Rajwar, Zeenat Aman, Trinetra Haldar, Geeta Tandon, Rhea Chakraborty, Aditi Parmeshwaran and Baljeet Kaur.

The initiative includes Reborn Stronger: The Podcast, which offers four episodes of candid conversations with members of the collective, and Reborn Stronger: The Anthem, titled 'Jugni'. Composed by Sneha Khanwalkar, written by Anvita Dutt, and performed by Afsana Khan and Raja Kumari, the anthem combines rustic desi and sufi musical influences to translate the idea of rebirth into sound and emotion.

Unlike typical narratives of comebacks, The Reborn Collective frames rebirth as an ongoing, deeply personal process that embraces past cracks and repairs to cultivate strength. The platform spans multiple digital channels and encourages women across India to share their own reborn moments, making it interactive and participatory.

Sairam Subramanian, vice president, hair care, Hindustan Unilever Limited, said, “Comeback stories, a rebirth, a rise after the fall are always inspiring. But The Reborn Collective is not just about comebacks. It is about the real, raw, human moments that shape who we become. With Reborn Stronger: The Podcast and Reborn Stronger: The Anthem, we aim to capture the universal truth that transformation is not about erasing the past, but embracing it, repairing it, and finding strength.”

Sunetro Lahiri, beauty vertical head at Hogarth India, added, “In an age of overt digitisation and AI, it was refreshing to revert to something truly human. Be it the rawness of the conversations between these eight powerhouse souls or the musical direction of something truly organic and soulful, we set out to make the essence of raw humanity resonate again.”

Ishita Hora, vice president, client services, Hogarth Mumbai, said, “When this brief came to us, we knew immediately that this was a rare opportunity to create something deeply human. We worked closely with Dove to move beyond surface narratives and build a cultural platform grounded in real experiences, emotion and truth. The Reborn Collective reflects our shared belief that strength comes from repair, not perfection, and by bringing this idea to life across today’s platforms, we hope it sparks a larger, lasting movement.”

Through The Reborn Collective, Hogarth demonstrates its capability to craft culturally relevant, purpose-led platforms where brand philosophy, creative craft, and authentic human experiences converge to create work that is enduring and meaningful.