Marico’s Nihar Naturals has rolled out ‘Kaala Teeka’, its first campaign built exclusively for Bihar, marking a fresh push to deepen the brand’s ties with the state’s consumers. The idea draws on the local custom of applying a kaala teeka – a mark of love, care and protection – and reframes it as a metaphor for a mother’s role in shaping her daughter’s confidence, not just her hair.
Conceptualised by MYO, the campaign introduces a new phrase for hair beauty, ‘Poshan Bhare Khil-Khilate, Nikhre-Saware Baal,’ capturing the brand’s promise of nourished, radiant hair. It’s grounded in ground-level consumer research that surfaced a generational tension: mothers oil their daughters’ hair believing in traditional nourishment, while daughters want hair that looks light, beautiful and free-flowing. Nihar Naturals positions itself as the bridge between the two.
Vikram Karwal, CMO at Marico, called Bihar one of the brand’s most strategically important markets and said the campaign reflects Nihar’s push toward culturally rooted storytelling that builds deeper relevance with local audiences.
The film will run in Hindi and Bhojpuri across TV and digital, and the brand plans to extend the narrative through collaborations with Bihar’s growing creator community to connect with younger audiences.
MYO Founder Deepa Geethakrishnan noted that today’s mothers are embracing their daughters’ desire for self-expression, helping them grow into confident, authentic versions of themselves.
