Indica Easy highlights simple DIY grooming in humorous digital push

Indica Easy, positioned as India’s No.1 shampoo hair colour brand according to the NielsenIQ Retail Measurement Report MAT Sep25, has introduced a digital campaign titled ‘So Easy, Anyone Can Do It!’. The initiative by CavinKare uses humour and familiar domestic scenarios to reinforce the brand’s core proposition of uncomplicated, at-home hair colouring. Designed primarily for digital platforms, the campaign comprises ten short films featuring characters who typically rely on others for routine tasks but handle their hair colouring independently with Indica Easy.

The creative approach flips standard dependency-based situations by showing individuals who may appear uncertain or reluctant in everyday chores exhibiting confidence when using the product. Each film focuses on the idea that hair colouring can be carried out quickly and without assistance, emphasising convenience and simplicity. The tone remains light and observational, reflecting the brand’s intent to normalise DIY grooming and present it as an accessible and efficient choice.

Commenting on the new campaign, Rajat Nanda, business head, personal care at CavinKare, said: “With our brand-new digital campaign, ‘So Easy, Anyone Can Do It!’, we wanted to celebrate the confidence and independence that comes with taking control of your own hair color. Indica Easy has always been about making hair coloring simple for everyone. Through this campaign, we showcase everyday characters who, despite relying on others for routine tasks, can easily achieve professional-quality hair color at home. The short, engaging films highlight how stress-free the process is, bringing a sense of fun to self-grooming. We are delighted to connect with our audience in a relatable and authentic way, reflecting the growing cultural shift where people value everyday practicality over perfection. Ultimately, this campaign reinforces that with Indica Easy, anyone can confidently color their hair- quickly, easily, and beautifully, without any compromise.”

The digital video content series places its characters in everyday, relatable situations. Lazy Dad appears too idle for household responsibilities but confidently colours his hair without assistance. Clueless Husband struggles with simple daily tasks yet manages to achieve salon-style results at home. Other films in the series feature Boss, Messy Roommate, Neighbor Aunty, Help Wife, Daughter Dad, Clumsy Husband and Clueless Friend. Each narrative presents a distinct personality type navigating a scenario that highlights the product’s user-friendly format. Through these characters and situations, the brand aims to demonstrate that hair colouring is not dependent on skill or external help.

The campaign rollout spans Indica Easy’s official social media channels, using short-format storytelling for digital-first audiences. The content is designed to encourage sharing and discussion around DIY grooming, personal convenience and everyday independence. The films mirror a broader shift in consumer behaviour, where uncomplicated solutions and realistic self-presentation are prioritised over polished perfection. By anchoring the communication in familiar domestic humour, CavinKare positions Indica Easy as a practical option for consumers seeking manageable grooming routines.

The brand’s strategic focus on accessible digital storytelling aligns with current viewing habits, particularly among audiences who engage extensively with short, mobile-friendly video content. Through this campaign, CavinKare reinforces Indica Easy’s relevance in a category where ease of use and time efficiency continue to influence product choice.