Launches a new campaign with Alia Bhatt that emphasizes the brand’s commitment to donate 5% of its profits towards girl child education
Indore, May 30, 2023: Marico Limited’s Nihar Naturals Shanti Amla, started its journey almost two decades ago and has witnessed a meteoric rise which has led it to become India’s No.1 Hair Oil by volume (as per Nielsen). This pole position is attributed to not only the brand’s innovation and market disruption over the years but also its keen dedication towards its purpose. Championing the cause, the brand has been and continues to contribute 5% of its profits towards girl child education. Thus, Nihar Naturals Shanti Amla has been able to strike a chord with consumers who not only want beautiful hair but also yearn for progress and to make a difference.
Madhya Pradesh has always been a key growth market for Nihar Shanti Amla Hair oil. The brand has grown significantly in the last 5 years in this market.
As a purpose-led brand, Nihar Shanti Amla has also created Nihar Shanti Pathshala Funwala which was launched in 2012. This unique initiative which furthers the cause of bettering children’s education has so far impacted 4.17 lakh students and reached 2.89 lakh teachers. The program intends to increase the proficiency level of reading and comprehension capabilities among students from underserved areas. It has partnered with various state governments to provide quality teaching material to educators in rural areas. With this, Marico Limited aims to make 10 lakh children literate and proficient in language by 2025. Operating in Madhya Pradesh since 2019, the Nihar Shanti Pathshala Funwala programme has impacted over 3.3 lakh students and nearly 2 lakh teachers across 93,880 schools and 54,900 villages in the state.
Underscoring this focus on giving back to the community, Nihar Naturals recently onboarded Alia Bhatt as the face of the brand and has launched a new TVC with a motto – ‘Baal Badhenge, Bachche Padhenge’. The campaign seamlessly delivers the brand’s dual message of beautiful hair and its commitment towards girl child education.
Somasree Bose Awasthi, Chief Marketing Officer, Marico Limited said, “Nihar Shanti Amla, at its core, is a purpose-led brand that champions the cause of progress through children’s education. We have always believed that any brand that has a purpose at its heart and delivers what consumers need will be trusted and loved. Madhya Pradesh has always been one of the key markets for us and we are delighted to witness the increasing growth every year from this region. We aim to boost our investment in consumer activation to further strengthen our consumer connect in MP.”
On the partnership with Alia, she added, “We are delighted to welcome Alia into the Marico and Nihar Naturals family. 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. Alia, apart from being multi-talented, is passionate about the cause of girl child education, perfectly complementing the cause espoused by the brand of making every girl self-reliant.”
The simple, heart-warming, and endearing ad features Alia Bhatt in a school, as a co-curricular mentor bonding and helping the children prepare for their annual day. She’s fondly addressed as ‘didi’ by her students, who, mesmerised by her long, thick, black hair, recite short couplets as an ode to her beautiful hair intertwined with references to education. The film continues with Alia emphasizing the brand’s commitment to its purpose. Aptly, the TVC ends with the line “Baal Badhenge, Bachche Padhenge”.
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