Nihar Naturals celebrates the progressive, strong ‘Akai Aiksho’ women of today

Nihar Naturals Coconut Hair Oil, the market leader in eastern India has unveiled its latest campaign, “Akai Aiksho” to highlight the power and strength of the modern woman. The brand caters to progressive Indian women and has always celebrated their innate strengths and successes through all its communication.

‘Akai Aksho’ is a colloquial Bangla phrase which means “One is equal to hundred” and is aptly captured in the TVC through the spirit of modern Indian women who are independent, powerful and self-sufficient.  Nihar Naturals has always championed a progressive and modern depiction of women and continues to do so through this new campaign conceptualized and created by BBH India. It features Nihar Naturals’ long-term brand ambassador, Vidya Balan and drives a strong message celebrating the essence of womanhood.

Women today are free-spirited, courageous and strong, irrespective of their age and economic backgrounds.  The TVC captures this insight by depicting stories of three women demonstrating strength in their daily lives – the strength to achieve, to show compassion and nurturance and the strength to protect. It celebrates women through a symbolic manifestation of Goddess Durga, who is hailed for her virtues beyond the realms of religion, social or economic divide. Nihar Naturals embodies this same spirit of Akai Aiksho’. It is nourishing coconut hair oil that promises strong hair for the today’s strong woman.

Speaking about the launch of the new campaign, Anuradha Aggarwal, Chief Marketing Officer, Marico Limited said, “Over the years, Nihar Naturals through its campaigns has aimed to break all stereotypes against women and celebrated their courage and strength. Through this new campaign, the brand builds on this core belief to say that every woman is Akai Aiksho – She alone is enough to handle all the vicissitudes in life. Nihar Naturals a nourishing coconut hair oil enriched with the goodness of methi, promises strong hair for this strong woman of today.

Shruti Das, Creative Director - Art, BBH said, “Women have always had the inner strength that makes them capable of doing anything. They are equal to a hundred, they are enough alone and through this campaign, we celebrate this spirit in women, captured in a very powerful phrase ‘Akai Aiksho’.

The idea is brought alive through small stories of strength displayed by women in their everyday lives and through the visual symbolism of these regular women juxtaposed as an avatar of Goddess Durga, the epitome of strength in a woman. Even the music is created using a contemporary rendition of a famous Durga chant, thus leaving the woman with a feeling of empowerment.”

Agency Credentials:

Agency: BBH India

Chief Creative Officer & Managing Partner – Russell Barrett

CEO & Managing Partner: Subhash Kamath

Planning Head & Managing Partner: Sanjay Sharma

Creative Director (Art) – Shruti Das

Creative Partner (Copy) – Shreyans Gupta

Business Head – Anish Kotian

Sr. Business Partner – Anish Raghu

Business Partner – Mukta Joshi

Strategy Director- Yudhishthir Agarwal

Strategy Partner- Pranoy Kanojia

Head of Production – Khvafar Vakharia

Executive Producer – Rahul Prakash

Production House

Production House: Electric Dreams Film Company

Director: Aniruddha Sen

Producer: Suparna Chatterjee

Director of Photography: Satyajit Pande (Setu)

Music Director: Subhajit Mukherjee

First Assistant Director: Abhinandan Gupta

Line Producer: Mahesh Roy

Post Producer: Sanjeep Pradhan