On October 13, Naturali, the nature-inspired personal care brand, launched its latest campaign for their Anti-Hairfall range featuring 12th Fail actor Medha Shankr in a story about hair, inherited beauty expectations and the freedom to make them her own.
The campaign takes the all-too-familiar conversations around a woman's hair, how it looks and how she can improve it, and places it at the forefront of its story. In doing so, it also encourages women to move beyond inherited beauty expectations and make their own haircare choices.
Set around the protagonist's wedding, the campaign follows Shankr as she prepares for the sangeet, only to be met with familiar comments on the appearance of her hair. Shifting between the present her childhood memories, the film traces how seemingly casual remarks about her hair stay with her through the different stages of her life.
When she returns to the wedding with visibly fuller-looking hair, she hands the extensions back to her Bua, marking a shift in confidence as she no longer needs them or anyone else's validation.
The film's message is as outward as it is personal, as it culminates on the line, "There is an I in Naturali,” building on the message that, “Your hair has always been naturally Dadi's, naturally Mom's, naturally Bua's. It's time it becomes yours naturally.”
Speaking about the campaign, the actor said, "What I liked about this story is how familiar it feels. So many women grow up hearing opinions about their hair, often from the people closest to them. I think there's something freeing about realising that you don't have to live by those expectations and can choose what feels right for you."
Anirrban Mukherjii, the Vice President of Personal Care for Guiltfree Industries Limited, also commented on what he hopes the campaign will achieve.
"With this campaign, we wanted to capture something that often gets brushed off as harmless advice: the constant opinions women hear about their hair. For us, ‘There is an I in Naturali’ is about bringing the focus back to the individual and reminding women that their choices should be their own," he said.
The brand focuses on consumers aged 25–35 as it looks to strengthen its connection with a generation that seeks effective products and brands that reflect their evolving needs. At the center of Naturali's campaign is its Anti-Hairfall range, featuring the Anti-Hairfall Shampoo, Conditioner and Hair Mask, formulated with Rosemary, Korean Ginseng and Biotin, alongside the Anti-Hairfall Scalp Serum enriched with Rosemary, Korean Ginseng and Redensyl.
This range is curated to complement everyday hair care routines and tackles the universal issue of hair fall through a comprehensive approach to cleansing, conditioning, nourishment, and scalp care, to help women achieve stronger and healthier hair.