Marico’s Nihar Naturals Hair Oil, the No.1 hair oil in the East, reaches over 50% market penetration in the state launches a new campaign with Alia Bhatt
Ambar Bhattacharya, Takmaa News, Kolkata, 23rd June 2023 : Marico Limited’s Nihar Naturals Hair Oil, started its journey almost two decades ago and has witnessed a meteoric rise, and has beenIndia’s No.1 Hair Oil by volume. This pole position is attributed to not only the brand’s innovation and market disruption over the years. On the back of its innovation and keen focus on holistic hair health, Nihar Naturals Hair Oil now has over 50% market penetration in the West Bengal.
Highlighting Nihar’s position as a progressive brand committed to making beautiful hair accessible to all, the brand has launched a new TVC featuring its latest brand ambassador, Alia Bhatt. The film revolving around the message “ShundorChul, ShobaarOdhikaar”, begins with Bollywood superstar Alia Bhatt being serenaded by a group of Bauls, ethnic wandering minstrels from Bengal, who ask her the secret to her long, lustrous hair. The Bauls then take the serenade – a take on the popular song, “Borolokerbiti, lo lambalambachul”, created by legendary singer-songwriter Ratan Kahar – to another girl stepping out of a bus with equally gorgeous hair while Alia looks on, thoroughly enjoying the scene.
Alia then demystifies the mystique and presumed “magic” around beautiful hair and reaffirms the brand stance that beautiful hair is every woman’s right. The ad ends with Alia revealing the secret to beautiful hair- Nihar Naturals, with coconut and methi (fenugreek), gives thick, beautiful hair.
Somasree Bose Awasthi, Chief Marketing Officer, Marico Limited said, “Nihar Naturals has always been a brand committed to helping all our consumers attain healthy and shiny hair, with the power of ingredients like coconut oil and fenugreek. At its core, Nihar Naturals aims to make hair health accessible to all! West Bengalhas always been one of the key markets for us, with every 1 in 2 households in the region trusting us with their hair care. We aim to boost our investment in consumer activation to further strengthen our consumer connect inthe state and Eastern India.”
On the partnership with Alia, she added, “We are delighted to welcome Alia into the Marico and Nihar Naturals family. With this ad campaign, we want to highlight how beautiful hair is not a result of any magic but the goodness of Coconut &Methi in Nihar Naturals Hair Oil which gives beautiful thick hair, the right of every woman. Alia’s natural charm and presence is perfect to highlight this proposition and we are confident that the latest campaign will further strengthen the brand amongst the target audience.”
Commenting on her partnership, Alia Bhatt said, “I am so excited to be a part of the Nihar Naturals family and partner with a brand that truly believes that being beautiful and progressive go hand in hand!Healthy, beautiful, and shiny hair is every woman and girl’s right, and I am happy I get to share my secrets with everyone through this campaign!”
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