Naturali has launched a new campaign for its Anti-Hairfall range, featuring actor Medha Shankr. The campaign looks at how constant comments about women’s hair shape their ideas of beauty, and it encourages them to make their own choices.
Set around a wedding, the film follows Shankr’s character as she prepares for the sangeet and hears remarks about her hair. Flashbacks show how similar comments have followed her through different stages of life. In the closing scene, she returns with fuller-looking hair and hands her extensions back to her aunt, signalling that she is moving beyond others’ expectations. The film ends with the line, “There is an I in Naturali,” building on the thought that hair has always been naturally Dadi’s, Mom’s or Bua’s, and now it is time for it to be hers.
Medha Shankr said the story feels familiar, as many women grow up hearing opinions about their hair from those closest to them. Anirrban Mukherjii, VP, Personal Care, Guiltfree Industries, said the campaign captures the opinions often brushed off as harmless advice, while Vikas Jain, CFO, said the brand’s focus is on making effective, nature-inspired personal care accessible.
The campaign targets consumers aged 25-35 and features the Anti-Hairfall range of shampoo, conditioner, hair mask and scalp serum. The first three contain rosemary, Korean ginseng and biotin, while the serum combines rosemary, Korean ginseng and Redensyl.
