Conceptualised by Korra Worldwide and featuring Aahana Kumra and Pavail Gulati, the new Mamaearth TVC highlights the benefits of Onion.
Mamaearth has launched their first national television advertisement with a TVC on Onion hair oil. The film highlights the benefits of onion oil to reduce hair fall and pitches Mamaearth’s innovative product as a modern alternative to DIY alternatives of making onion pulp for hair at home.
The launch of the television commercial is an extension of the brand’s partnership with Big Boss on Colors TV and Voot. The campaign is also being promoted on social media and digital platforms. The TVC conceptualized by Korra Worldwide is a 25-second film and will be followed by a shorter edit of 10 seconds, highlighting the product facet.
Commenting on the campaign, Ghazal Alagh, Co-Founder and CIO at MamaEarth 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. The film reflects this exact proposition. We hope this thought resonates with the millennials and they come forward and choose natures goodness with us and our products.”
Commenting on the film, Gaurav Nabh, CEO at Korra said, “In a 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.
“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,” added Deepak Kumar, Head of Creative at Korra.