Dabur Vatika has launched an emotional ad campaign titled #BraveandBeautiful. The campaign has been conceptualised by Linen Lintas.
The film takes a look into the life of a cancer survivor and the challenges faced by them.
The short film shows a young mother , a Cancer survivor, who is trying to get her ‘normal’ life following her cancer treatment.
Having lost her hair, the film begins with her looking at an old picture of hers in the morning. As her day begins, she goes about getting her daughter ready for school. As the family sits down for breakfast, they share a nice moment. As everyone leaves for work, the young woman prepares for her first day back in office. At first she tries to hide her bald scalp but eventually she decides to wear a saree as he displays her bald head, as her spoils from war.
As the woman enters her office, she seems hesitant, but the hesitance is soon put to rest as her colleagues lovingly embrace and welcome her back. One by one, all the ladies take off their bindis and place it on the side of her head, an act that symbolises the warding away of negative energy.
The film ends with a shot of the teary eyed lady with the writing, “Some people don’t need hair to look beautiful.”
Krishan Kumar Chutani, chief marketing officer, Dabur India, said, “Vatika, as a brand, has always stood for ‘Woman of substance’. Who else could be more ‘brave and beautiful’ than a woman who has defeated this dreaded disease and embraced life. Brands have always talked about how hair makes a woman beautiful and most brands often talk about hair fashion, style, strength etc. But the hard fact is that a lot of women, who have undergone chemotherapy, do not just lose hair but also end up with erosion in self-esteem. It takes a great deal of confidence and inner strength to face the world all over again. This campaign seeks to identify and present stories of such brave women who can inspire millions more who are fighting this dreadful disease today. It conveys that ‘Beauty is not skin deep’.”
Jaideep Mahajan, ECD, Linen Lintas, said, “The campaign is path-breaking in the sense that for the first time a brand is talking not about the ordeal of Cancer but about the reboot of life post that. It’s not about one’s fight with the disease but with yourself when you have already defeated your biggest enemy. The biggest connect between the brand and the cause is ‘hair’, or actually the absence of them. #BraveandBeautiful aptly captures the core thought of the campaign and does the task of getting the brand and the cause on the same platform.”
Pranav Harihar, group creative director, Linen Lintas, added, “In the history of Indian hair advertising, this is the boldest take that any hair brand has taken so far. For a hair brand, it takes guts to say ‘some people don’t need hair to look beautiful’. It’s almost like a reverse connection between the brand and the cause. And it's a very strong connect and not just another CSR activity where a brand just signs off without any relevance with the cause.”
Creative agency: Linen Lintas
Creative: Jaideep Mahajan
Script, Screenplay and Lyrics: Pranav Harihar Sharma
Client Servicing: Sirish Gudibande, Shubhi Pandey
Production: Film Farm, Mumbai
Vocals: Salim Merchant
Music: Haneef Shaikh
Sound Engineer: Aftab Khan