Nihar Shanti Amla shows world protecting Vidya Balan from ‘evil eyes’, reiterates 'Look Good, Do Good' premise

Nihar Naturals has rolled out a new campaign for its Shanti Amla hair oil. The film has been conceptualised by BBH India and features brand ambassador and Bollywood actor Vidya Balan. 

 

The film opens in a small retail store where Balan buys a bottle of oil. As she picks it up, the old lady of the shop appreciates her good looks by making a gesture to ward off buri nazar (evil eyes). When she walks down a street, an old man looking down from a building makes the same gesture. School children join her as they move on, while several onlookers make the gesture. Balan enters a school compound with the children and says people will look to ward off the evil, when the Shanti Amla oil not only makes her hair look beautiful, but also gives five per cent of its profits to educate children. The film ends with the tagline, 'Dikho Khoobsurat, Karo Khoobsurat' (Look good, do good).

 

Anuradha Aggarwal, chief marketing officer, Marico, said, "It has been four years since Marico started investing in educating underprivileged children through Nihar Naturals Shanti Amla, with a clear objective to bring about a discernible change in the society. The new campaign, ‘Dikho Khoobsurat, Karo Khoobsurat’ captures the essence of our brand purpose of giving you healthy and radiant hair, while focusing on the creation of an environment where children are not compelled to drop out of school for financial reasons.”

 

Subhash Kamath, CEO and managing partner, BBH India, added, "We've always seen Nihar as a very progressive brand. And progressive brands don't just say things, they do things that make a real difference to people's lives. In that context, Nihar Shanti Amla has been consistently successful by giving its consumers a dual benefit i.e. get great looking hair as well as do good for society by promoting children's education. We've stayed on this 'Look good and do good' premise for four years now and it's paying rich dividends. I believe this new commercial will help grow the brand from strength to strength.”

 

Rajesh Mani, executive creative director, BBH India, added, “To bring alive the brand’s twin purposes, we used a very slice of life creative device – 'nazar utaarna'. In normal sense, the gesture of nazar utaarna is more for an outward personification of beauty but in this case our brand ambassador – Vidya Balan – is being appreciated not just for her great hair but also for being a change agent. The visual narrative is symbolic of what the brand does and the earthy lyrics, sung in a child’s voice, adds memorability to the film.”

 

 

Credits

 

Client: Marico  

Creative agency: BBH Mumbai, India

CEO and managing partner: Subhash Kamath

Chief creative officer and managing partner: Russell Barrett

Planning head: Sanjay Sharma

Executive creative director: Rajesh Mani

Business director: Anish Kotian

Creative directors: Kumar Suryavanshi, Shruti Das

Lyricist: Kumar Suryavanshi

Planning director: Yudhisthir Agarwal

Agency producer: Khvafar Vakharia

Senior business partner: Rajat Pandey

Production house: Chrome Pictures

Director (film): Hemant Bhandari