Dabur’s natural hair care brand, Vatika, has launched an initiative: a music album named #NotesByNature that’s entirely created from plants for responsible humans. The brand claims that cactus, almond, lemon, coconut and olive plants and trees have come together to create five tracks named Hudu, Bliss, Aman, Serenity and Nirvana, respectively. With this, Vatika hopes to help consumers relax, meditate and exercise better.
Krishan Kumar Chutani, CEO, Dabur International said, “Vatika’s commitment to nature is now in sync with our consumers' desire to help the environment. The campaign is making this a reality by planting a tree for every thousand plays. We invite responsible citizens to participate in this initiative for the noble cause.”
Nishant MSN, head - marketing, Vatika, added, “For 25 years, Vatika Naturals has nourished our hair with rich natural ingredients. This campaign helps to nourish our mind through music created by plants and we will be rolling out this campaign at a global level very soon.”
Amit Patel, head – digital marketing and e-commerce, Dabur International, said, “The pandemic has led to a surge in downloads of mental wellness apps and specifically, those focused on meditation and dealing with anxiety. There is no better feeling than listening to mindful music created by plants to destress in these challenging times”.
The album is available on YouTube, Spotify, SoundCloud, Facebook, Instagram, Twitter and TikTok. For every 1,000 plays of the album, Vatika has pledged to plant a tree. ^ a t o m network has conceptualised the campaign, which will also extend globally to Asia, Europe and Africa.
Yash Kulshresth, national creative head, ^ a t o m, said, "Sometimes, you don't have to invent things but apply existing innovations to put the brand in a new light. When we came across the tech, we knew it needed to have a larger purpose. Notes By Nature is a giant leap by Vatika Naturals to get into the intangible products space without diluting its core of providing natural nutrition to its consumers."
Added Ananda Sen, national creative head, ^ a t o m, "The concept of converting electric variations into musical graphs is unique. The original composition is by plants. We used the tech on several plants of the same ingredients to get the best output. With the musicians' help, we carefully selected the instruments with a soulful and calming appeal and created the album in six to seven months."
Agency: ^ a t o m network
National creative head: Yash Kulshresth, Ananda Sen
Creative team: Ruchika Guha, Rajat Patekar
Account lead: Ruhee Chamadia
Production house: Another Idea
Director: Gaurav Gandhi
Music composer: Sharukh and Mehar