Mumbai: Mamaearth has rolled out a new TVC the Onion range with Sara Ali Khan & Vihaan Samat. The TV commercial highlights the brands’ ideology of bringing the traditional efficacy of onions as the best natural solution for hair fall.
Conceptualized by Korra Worldwide, the TVC highlights the benefits of onion in its shampoo. The TVC is a 35 second video that iterates the brand story in a crisp and impactful manner.
The ad film is a simple yet powerful representation of the brand’s philosophy and product proposition of goodness inside.
It opens with Sara entering and seeing her friend, played by Vihaan, sitting at the dining table with a lot of onions in front of him. She mockingly calls him ‘Onion ki Dukaan’ referring to the quantity of onion around him. Fussing and complaining about hair loss and concluding that he has performed an extensive search for the solution and onions are the most effective solution for hairfall. Sara interjects appreciatively saying, ‘Maa ka nuskha’ (Moms recipe) and Vihaan adds that he will make a hair mask out of the onions and apply that on his hair along with onion juice. Sara confidently takes out the Onion Shampoo from her bag and gives it to him. She then moves to the benefits of Mamaearth Onion Shampoo with the claim of reducing hairfall upto 60 per cent in four weeks.
Commenting on the campaign, Mamaearth co-founder and CIO Ghazal Alagh said, “Onions extract has been an age-old remedy for hair fall and has been used in our household for generations. While traditional ingredients have great benefits, the process of DIYs can be extremely tedious and cumbersome. At Mamaearth, we realize the importance of these traditional recipes and are bringing together the best of nature and science, in convenient yet effective solutions for skincare and haircare needs. The film reflects this exact proposition. We hope this thought resonates with the millennials and they come forward and choose nature’s goodness with us and our products.”
Speaking of the campaign, Korra founder and director Gaurav Nabh said, "It's not every day that one gets to work on ideas where the main protagonist is not just the celebrity but the ingredient, in this case, the Onion. Our latest work on MamaEarth Onion Shampoo helps build on this insight through an everyday slice of life story, where consumers struggle to find practical & doable solutions to their hair loss problems, told beautifully by Sara Ali Khan. With this campaign, we continue to showcase MamaEarth's promise of bringing to life age-old and proven natural solutions passed on from generations yet delivered in a modern avatar. Looking forward to more great work together and helping MamaEarth build a deeper connection with the consumers."
Korra CCO Deepak Kumar added, “They say best friends are people who make your problems, their problems. And you always trust your friend for that. With Sara, we are appealing to a much younger and very aware audience. So, we wanted to make the film as simple and relevant as the panic call you make to your best friend when you need a solution when everything else fails. It’s a light-hearted conversation between two friends, showing the modern take on Onion as the obvious solution to hairloss.”
