The RP-Sanjiv Goenka Group has launched a campaign for its foray into the personal care segment with the brand ‘Naturali’. The films aim to position the brand as a quick and natural solution to hair and skin problems. The campaign was conceptualised by Leo Burnett India and tries to break the notion behind natural products taking eons to show results.
The two TVCs feature actors Kriti Sanon and Shanaya Kapoor, who represent the haircare and skincare categories respectively. They showcase how women, today, want quick results without having to wait, including fixing bad hair days or getting rid of persistent pimples.
Shashwat Goenka, Sector head, retail and FMCG, said, “There has been a paradigm shift in how Indian consumers, especially the younger, more conscious generation, engage with beauty products today. They are looking for a holistic and transparent approach towards beauty and wellness that is result oriented. However, despite there being a burgeoning rise in the demand for natural beauty products, the personal care ‘free from nasties’ segment is still underpenetrated in terms of mass, affordable players. That’s where we come in - Naturali, a personal care brand infused with natural ingredients that are efficacious and free from harmful chemicals. The range is also available at pocket friendly price points to the masses, a first for the segment.”
He added, ‘We are very glad to announce Kriti Sanon as the face of the Naturali haircare range while Shanaya Kapoor represents the skincare offerings. We are a new, bold, and trendy brand and we wanted to associate with individuals who could help bring out and advocate these values. Kriti and Shanaya are the perfect choice as both are young, vivacious, and personally, resonate with our natural first proposition.”