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Chennai, NFAPost: Mamaearth, one of the fastest-growing FMCG brands in India, launched its Onion hair oil to reduce hair fall and is gaining wide acceptance. The company also launched its first national television advertisement with a new television film as part of its national commercial advertisement.

Mamaearth pitches its innovative product as a modern alternative to DIY alternatives of making onion pulp for hair at home. The TVC film conceptualised by Korra Worldwide highlights the benefits of Onion.

Featuring leading actors Aahana Kumra and Pavail Gulati, the film starts with Aahana chopping onions in her kitchen, resorting to the traditional way of using Onion pulp as hair fall remedy. Pavail, playing her husband, walks into the room and watching her slicing and dicing onions, eagerly enquires about the menu hoping for a scrumptious dish.

When she answers explaining that the onions are for her hair fall instead, he presents Mamaearth onion hair oil to her the most convenient alternative. Positioning Mamaearth onion hair oil as an easier and modern way to give one’s hair the goodness of Sulphur, enriched with 10 essential oils & herbs that helps in reducing hair fall, the film is a simple yet powerful representation of the brands philosophy and product proposition of goodness inside.

Choosing product

Commenting on the campaign, MamaEarth Co-Founder and CIO Ghazal Alagh said millennials are increasingly choosing products that are free of chemicals and safe.

“Mamaearth, with the goodness of nature in their products, is increasingly becoming the brand of choice by millennials for the product and value proposition. While the age-old remedies are effective, it is extremely tedious and time consuming to make the traditional preparations. Mamaearth is bringing these traditional recipes, coupling it with science and presenting convenient yet effective solutions for skincare and haircare needs,” said Ghazal Alagh.

Besides reflecting this exact proposition, Ghazal Alagh said the film is expected to resonates with the millennials and they come forward and choose natures goodness with the company and products.

The launch of the television commercial is an extension of the partnership with the highly popular television show Big Boss on Colors TV and Voot. And the campaign has also gone live across social media and digital platforms.

Communicate benefit

Commenting on this, Korra CEO Gaurav Nabh said in cluttered category like hair oil, this innovative product required a simple and easy way of communicating its benefit in a short duration. 

Our latest work on the onion hair oil for MamaEarth is a simple idea & story that addresses the key barrier for usage. The fact that it’s told lovingly through the voice of TV / Digital influencers makes the film likeable and endearing while delivering the message,” said Gaurav Nabh.

Deepak Kumar, Head of Creative at Korra said women are very aware of the benefits of onion oil, especially with the rising searches on Youtube and DIY hacks.

“But these hacks and remedies are cumbersome and very laborious. The Mamaearth TVC had to clearly remind people about the ease of using onion oil now in a bottle and we did that with a simple slice of life situation of a couple where the husband showcases the goodness inside by helping solve the problem for his wife. The right cast, right music helped us create this beautiful piece,” said Deepak Kumar.

The TVC conceptualized by Korra Worldwide is a 25 second film and will be followed by shorter edit of 10 seconds, highlighting the product facet.

Certified product

Founded by husband-wife duo Ghazal Alagh and Varun Alagh, Mamaearth is Asia’s first brand with Madesafe certified products that offer 100% toxin-free & natural baby care, skincare, and hair care products. Driven by innovation and using the best of science and ayurveda, the brand caters to all personal care needs of young, aspirational and increasingly conscious Indian consumers. 

In a short span of 4 years, Mamaearth has created a product portfolio of 120+ products packed with goodness inside, has reached over 2.5 million customers in 500 Indian cities, and is the fastest-growing FMCG start-up to hit 300 Cr run rate in India. Mamaearth products are available on www.mamaearth.in, major eCommerce platforms like Amazon, Nykaa, Flipkart and over 4000 stores across the country.

Honasa Consumer Pvt Limited (HCPL), is a digital-first consumer brands company creating the FMCG conglomerate of the future.  A company built on the values of Honesty, Natural ingredients and Safe care, HCPL caters to the needs of millennial consumers through innovative products, evolved propositions, direct to consumer marketing, and e-commerce fulfillment.

Currently catering to over 500 cities in India with brands like Mamaearth & The Derma Co., HCPL is building an ecosystem that helps benefit the consumers and community at large. Backed by Sequoia Capital India, Fireside Ventures, Stellaris Venture Partners, and Sharrp Ventures, HCPL is set to become a billion-dollar FMCG conglomerate in the next 5 years — spread across the globe but connected through a digital center of excellence.

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