Nihar Naturals Unveils ‘Hair Fitness’ Campaign with Rukmini Maitra

Nihar Naturals, a leading brand from Marico, has launched an exciting new campaign centered on the concept of ‘hair fitness’. Featuring the popular actress and model Rukmini Maitra, the campaign introduces hair oiling as the ultimate fitness regime for your hair. The latest television commercial (TVC) highlights how regular use of Nihar Naturals Coconut Hair Oil, enriched with the goodness of Methi (fenugreek) and Jasmine, can make hair strong, fearless, and more resistant to damage caused by various hair treatments and environmental factors.

The new TVC showcases the importance of building hair strength and resilience. As hair faces numerous challenges, from harsh weather conditions to styling damage, Nihar Naturals emphasizes that proper hair care is essential. This campaign positions hair oiling as an integral step in achieving healthy, fit hair that can endure daily stresses without breaking or weakening.

In a strategic move to connect deeply with their audience, the brand has chosen Rukmini Maitra as the face of the campaign. Maitra’s influence and strong appeal, especially among the Bengali community, make her a perfect ambassador to convey the message of hair fitness authentically and effectively.

Somasree Bose Awasthi, Chief Marketing Officer of Marico, expressed her enthusiasm about the campaign launch. “Our new campaign is all about fearless and fit hair. With today’s environmental and lifestyle changes, our hair undergoes significant damage and stress, making it prone to breakage and weakness,” she explained. Awasthi emphasized that Nihar Naturals Coconut Hair Oil, with the combined benefits of Coconut and Methi, provides 2x stronger and thicker hair. “Through this campaign, we want to encourage our consumers to adopt a hair oiling routine that builds hair strength and resilience. We are also thrilled to have Rukmini Maitra onboard, as she connects with the Bengali audience authentically, reinforcing our message.”

The brand has planned a comprehensive distribution of the campaign, ensuring it reaches a broad audience. The ad campaign will be available across various platforms, including television, digital media, and social networks, allowing for maximum engagement and visibility among Nihar Naturals’ consumers. This multi-platform approach aims to spread awareness about the importance of hair oiling and inspire more people to make it a regular part of their hair care routine.

Rukmini Maitra’s role in the campaign brings a sense of freshness and relatability. As a well-known figure, she embodies the message of strong, confident, and healthy hair, appealing to a wide demographic. Her involvement reinforces the campaign’s core theme of hair fitness, making it relatable and inspiring for those looking to strengthen and protect their hair.

The campaign’s focus on natural ingredients like Coconut and Methi aligns with Nihar Naturals’ commitment to providing hair care solutions that nourish and protect. By positioning hair oiling as the key to healthy, resilient hair, the brand aims to educate and motivate consumers to take charge of their hair fitness.