Naturali’s New Ad Tells Women Their Hair Is Finally Theirs
Naturali's Anti-Hairfall campaign with Medha Shankr turns years of family hair commentary into a film about owning personal care choices.
Naturali is asking women to hand back more than a set of hair extensions. Its new campaign wants them to hand back years of unsolicited opinion about their hair.
The personal care brand has launched a film for its Anti-Hairfall range, fronted by actor Medha Shankr, built on a tension that will feel familiar to many Indian women: the running commentary on their hair from the people closest to them.
01 · What happens in the film
Set at a wedding, the film follows Shankr’s character as she gets ready for the sangeet. Around her, relatives offer their usual remarks about how her hair looks. The narrative moves between the present and childhood memories, showing how offhand remarks about a girl’s hair keep echoing into adulthood.
The turning point comes when she returns to the festivities with noticeably fuller hair and gives the extensions back to her Bua. The gesture signals that she no longer needs the extensions, or the approval that came with them.
02 · The thinking behind the line
The film lands on the line ‘There is an I in Naturali,’ which the brand ties to a wider campaign thought: women’s hair has long belonged to Dadi, Mom and Bua, and it is time for it to belong to them.
Shankr said the story felt familiar because so many women grow up hearing opinions about their hair from the people closest to them. The freeing part, she said, is realising those expectations don’t have to be followed.
Anirrban Mukherjii, Vice President, Personal Care at Guilt Free Industries Limited, said the campaign set out to capture something often waved away as harmless advice: the constant opinions women hear about their hair. For the brand, he said, the ‘I’ in Naturali is about bringing focus back to the individual and reminding women their choices should be their own.
03 · What is being sold
The campaign carries the Anti-Hairfall range, which includes:
- Anti-Hairfall Shampoo, Conditioner and Hair Mask formulated with Rosemary, Korean Ginseng and Biotin
- An Anti-Hairfall Scalp Serum enriched with Rosemary, Korean Ginseng and Redensyl
The products cover cleansing, conditioning, nourishment and scalp care, with the goal of stronger, healthier-looking hair. The campaign targets consumers aged 25 to 35, a generation the brand says is looking for products that reflect evolving needs.
Vikas Jain, CFO at Guiltfree Industries Limited, framed the wider ambition as building a brand around changing consumer expectations and consistent value. Naturali’s focus, he said, is making nature-inspired personal care accessible while building trust and relevance in everyday routines.
04 · Why it matters for marketers
Naturali is using a functional product range to carry a cultural message about individuality. The campaign does two jobs at once: it communicates the range’s formulation while attaching the brand to a broader idea of self-expression, where personal care becomes an individual choice rather than an external expectation.
For brand leaders, the reminder is that the most relatable antagonist in personal care may not be a competitor. It may be the everyday commentary consumers have learned to accept. Naming that tension lets the product resolve it quietly, without shouting another benefit claim.
Source: MediaNews4U
