Mamaearth's new campaign features Sharmila Tagore and Sara Ali Khan

Mamaearth, the House of Honasa's beauty and personal care brand, has launched its latest integrated marketing campaign for their Onion Shampoo, which stars Sharmila Tagore and brand ambassador Sara Ali Khan. 

The commercial, which brings together the grandmother-daughter duo, revolves around a slice of life moment between the two, in which a distressed Sara seeks answers for her hair fall from her badi amma, Sharmila Tagore. Sharmila responds to her anxiety by saying that when someone has strong roots, they don't fear falling, associating strong hair with strong roots. 

"This simple yet powerful film effectively represents the brand's philosophy and product proposition centered around the intrinsic goodness it provides," the business stated. 

Ghazal Alagh, Co-Founder and CIO at Mamaearth, commented on the campaign, saying, "Onion has been the most sought-after home remedy to tackle hair fall, and at Mamaearth, we try to provide these home remedies in hassle-free, easy, ready-to-use formats." According to our recent research, the Mamaearth Onion Shampoo is India's number one onion shampoo among consumers. Sharmila Tagore and Sara Ali Khan were the right team to help express this message because it was a classic recipe in a modern style. We hope that consumers will be moved by this message and choose Mamaearth's No. 1 onion shampoo. 

"As an actor, I've had the honor of working with some incredible artists from all over the world, but nothing compares to the joy of collaborating with my badi amma." The chance to share the screen with her was truly enchanting, and when I was told that Mamaearth wanted us to feature in their campaign for the No. 1 Onion Shampoo in India, I was overjoyed because this is a remedy that both my mother and grandmother have recommended for years to maintain healthy and strong hair." 

Sara Ali Khan says "I have returned to the screen after a long break," Sharmila Tagore explains, "and working with my granddaughter was an opportunity I would not have missed." "To reach out to young women who are suffering from hair-fall, we decided to go to the root of the problem - quite literally!" explains Anupama Ramaswamy, Chief Creative Officer, Havas Worldwide India. This inspired us to create a strong and relevant visual metaphor: the transformation of an onion's core into a sturdy hair follicle surrounded by layers of protection. The plot centres around a little girl looking for peace in her grandmother's ageless wisdom. For there is an obvious truth in the depths of life experience - it rarely disappoints." 

Havas Worldwide India, which just joined as Mamaearth's creative AOR, conceptualized the campaign.