Nat Habit has launched ‘#GoFlakeZero’, a digital-first campaign promoting its Anti-Dandruff Beracyl Shampoo while addressing recurring dandruff as a long-term scalp health concern rather than a cosmetic issue.
The campaign builds on the brand’s earlier ‘The End of the Dandruff Trade-Off’ communication and continues Nat Habit’s positioning around root-cause scalp care. Through a concept-led film, the campaign portrays dandruff as an unwanted houseguest that repeatedly returns despite attempts to get rid of it.
The film focuses on the everyday frustration experienced by consumers dealing with recurring dandruff, particularly during summer months when scalp concerns such as greasiness, irritation and flaking become more common. According to the brand, factors including humidity, pollution, stress, excess sebum production and weakened scalp barriers contribute to recurring dandruff among Indian consumers.
Nat Habit said the campaign aims to shift conversations around dandruff from temporary symptom management towards long-term scalp wellness. The communication positions dandruff as a recurring scalp imbalance influenced by environmental and lifestyle factors rather than an isolated cosmetic issue.
At the centre of the campaign is the brand’s Anti-Dandruff Beracyl Shampoo, powered by Advanced FlakeZero Technology with 5% Beracyl, described by the company as a 100% natural bio-active complex. The formulation is designed to address dandruff through microbial control, sebum regulation and scalp barrier restoration without relying on synthetic antifungal ingredients.
According to Nat Habit, the product claims to eliminate 99.9% dandruff with two minutes of contact time while avoiding dryness or irritation commonly associated with conventional anti-dandruff products.
Swagatika Das, ceo and co-founder, Nat Habit, said, “The #GoFlakeZero digital-first brand film marks an important step in showcasing the power of modern Ayurveda, backed by strong R&D and science-led innovation, while staying true to our 100% natural roots. Through this campaign, we wanted to shift the conversation from short-term dandruff relief to long-term scalp health. Consumers have been conditioned to accept recurring dandruff as normal, without questioning why temporary fixes fail to solve the problem completely. With Nat Habit’s Anti-Dandruff Navdha Shampoo, consumers deserve solutions that eliminate dandruff, not simply manage it.”
Gaurav Agarwal, co-founder, Nat Habit, added, “Consumers today are becoming far more aware of what recurring dandruff actually means. It’s no longer just about flakes on the shoulder, people are beginning to connect it with scalp health, oil balance, stress, even lifestyle habits. We wanted the film to reflect that evolving awareness while still keeping it entertaining and relatable.”
The campaign is currently live across Instagram, YouTube and the brand’s digital platforms, with wider amplification planned in the coming weeks.
Founded in 2019, Nat Habit operates as a direct-to-consumer beauty and wellness brand focused on Ayurveda-rooted, plant-based formulations supported by in-house research and development. The company said it currently serves more than 40 lakh consumers across India.
