Mamaearth has appointed actor Sreeleela as the brand ambassador for its hair care category, unveiling a new digital campaign for its Rosemary Anti-Hair Fall Shampoo ahead of Valentine’s Day. The campaign takes a refreshingly relatable approach to addressing hair fall, steering clear of exaggerated transformations and instead grounding the narrative in an everyday, familiar moment.
Set in a cricket stadium, the digital film features a light-hearted Kiss Cam sequence starring Sreeleela and Shantanu Maheshwari. What begins as a playful moment takes an unexpected turn when loose hair strands appear on the stadium screen, briefly spotlighting hair fall in a public setting. The narrative then transitions to position Mamaearth’s rosemary-based shampoo as a simple, routine solution to the concern, concluding with Sreeleela returning with visibly fuller-looking hair.
Rather than dramatising the issue, the campaign frames hair fall as a common confidence-related concern that can surface in moments of closeness and visibility. By placing the problem within a familiar social context, Mamaearth reinforces its intent to address real consumer issues with honesty and subtlety.
Commenting on the campaign, Sreeleela said she resonated with its light, authentic storytelling and the brand’s philosophy of using thoughtfully chosen, natural ingredients backed by proven efficacy. She added that associating with a brand focused on real needs and ingredient-led solutions made the campaign feel meaningful.
Snigdha Anand, SVP and Brand Head – Marketing at Mamaearth, noted that welcoming Sreeleela aligns with the brand’s strategy to deepen its relevance among younger, evolving consumers while continuing its focus on effective, ingredient-driven hair care solutions.
The campaign is being rolled out across digital and social media platforms.
