Marico’s hair oil brand, Nihar Shanti Amla, has launched a campaign titled ‘Baal Badhenge, Bachche Padhenge’ (hair will grow, and kids will learn) featuring its newly announced brand ambassador, actor Alia Bhatt as the face of the Nihar Naturals product range. Conceptualised by Team WPP, the film highlights how the brand supports girl child education, along with helping one achieve beautiful hair.
In the film, Bhatt is seen as a co-curricular mentor bonding and helping the children prepare for their annual day. Addressed as didi (sister), her students are awestruck by her long and thick black hair - which they draw parallels with, required for their learning.
Somasree Bose Awasthi, chief marketing officer, Marico, said, “We are delighted to welcome Alia into the Marico and Nihar Naturals family. Nihar Shanti Amla, at its core, is a purpose led brand that champions the cause of progress through children’s education. Alia, apart from being multi-talented, is someone who is passionate about the cause of girl child education, perfectly complementing the cause espoused by the brand of making every girl self-reliant. Nihar Shanti Amla not only delivers on functional benefits, but also enables women to be change makers by directly contributing to this cause that personally resonates with them. We are confident that the TVC will strike a chord with women everywhere.”
Anurag Agnihotri, managing partner, Team WPP, said, “We wrote a script that was a perfect vehicle for Alia’s talent, youthful energy and charm. The sweet, simple idea, marrying the brand purpose with its role in hair health and beauty, carries the message in a way that brings a smile to the face.”
The film is being aired on TV and will also be featured across digital.
Creative agency: Team WPP
Director: Abhishek Varman
Producer: Gaurav Chanana
Music director: Abhishek Arora