Mumbai: Mamaearth haslaunched its latest integrated marketing campaign for their Onion Shampoo, featuring Sharmila Tagore and brand ambassador, Sara Ali Khan. Mamaearth pioneered the modern-day solution to the traditional home remedy of using onion juice on hair to reduce hair fall, and ever since the launch the product has been the choicest of all onion options available for hair in the market. In fact, Mamaearth Onion Shampoo has been identified asthe No. 1* Onion Shampoo in India as per Kantar World Panel India Report.
Bringing together the grandmother- daughter duo, Tagore and Khan, the campaign centers around a slice of life moment between the two, where a worried Sara goes to her badi amma, Tagore, seeking solutions for her hair fall. Addressing her concern, Tagore says that when someone has strong roots, they don’t fear falling, connoting strong hair with strong roots. The film then moves to highlighting that India's number one onion shampoo is renowned for strengthening hair and reducing hair fall by 90% and positioning Mamaearth Onion Shampoo as an easier and effective method to fortify hair roots and combat hair fall. This simple yet powerful film effectively represents the brand's philosophy and product proposition centered around the intrinsic goodness it provides.
Regarding the campaign, Mamaearth co-founder & CIO Ghazal Alagh said, “Onion has been the most sought-after home remedy to tackle hair fall and at Mamaearth, try to provide these home remedies in hassle-free, easy, ready-to-use formats. Through our recent research, it has been established that the Mamaearth Onion Shampoo is India’s number 1 onion shampoo as per consumers. Since this was a traditional recipe in a modern format, Sharmila Tagore and Sara Ali Khan were the best pair to help communicate this message. We hope the consumers resonate with this message and choose the No. 1 onion shampoo with Mamaearth.”
"As an actor, I've had the privilege to work with some remarkable artists from around the world, but nothing compares to the joy of working alongside my badi amma. The opportunity to share the screen with her was truly enchanting, and when I was informed that Mamaearth wanted us to feature in their campaign for the No. 1 Onion Shampoo in India, I was thrilled as this has been a remedy, both, my mother and grandmother have been recommending for years to maintain healthy and strong hair. " said Khan.
Tagore said, - “I have come back to the screen after a long break and working with my grand daughter was an opportunity I would not have missed.”
Havas Worldwide India CCO Anupama Ramaswamy said, “ To reach out to young women who are suffering from of hair-fall, we decided to go to the root of the problem - quite literally! This led us to conceive a powerful and meaningful visual representation: the transformation of an onion's core into a resilient hair follicle, enveloped by layers of protection. As far as the story is concerned, it revolves around a young girl seeking solace in her grandmother's timeless wisdom. For there is an undeniable truth in the depths of experience gained over a lifetime - it seldom disappoints.”
The campaign has been conceptualized by Havas worldwide India, which recently came on board as the creative AOR for Mamaearth.
Mamaearth is a brand built on the principles of Honesty, Natural, and Safety, and it believes that goodness starts with the small things that each of us can do daily! The brand continues to live up to its promise of using the best of nature, with no toxins and no harmful chemicals, while being cruelty-free and plastic positive.
