Root Natural highlights the extraordinary journeys of ordinary people
Root Natural is the first Indian clean beauty and wellness marketplace that provides a platform for natural homegrown Indian skincare brands. The brand stands for sustainable and clean skincare remedies derived from Indian soil, roots, and culture before the farm-to-face movement gained momentum. Founded in 2020, the brand is home ground to 65+ homegrown Indian clean skincare brands. This platform is a one-stop solution for all enthusiasts, irrespective of age & gender, to obtain safe and best quality sustainable and cruelty-free personal care products. Root Natural aims to promote sustainable wellness in the country while allowing local eco-certified brands to carve a niche in the industry.
The campaign #Whatdoyourootfor highlights choices that various people make in their lives that break stereotypes. Most people try to fit in the box of societal norms and continue to live accordingly, while only a few of them step forward to stand for themselves and their beliefs. The campaign is curated to sync with the brand's ethos of rooting for natural and sustainable beauty and lifestyle. The digital ad-film also opens a dialogue for the audience to become aware of making choices that they root for and live accordingly.
The in-house produced ad-film shot at Pearl Academy Mumbai features beautifully bold stories of 6 ordinary people who have broken away from societal prejudices and are successfully happy and unapologetic for who they are and what they choose to be.
The brand aims to promote its initiative to reach as many people as possible to convey the values that Root Natural associates and reflects in its personality.
Commenting on the digital ad-film concept and the brand's marketing communication initiative, Pooja Parkar, Founder of Root Natural said, "We have curated the digital film to share our brand values with the audience. Today's generation is becoming more and more conscious of their values and altering their behavior to consume responsibly. Thus, we want the consumers to understand our brand's mission of providing sustainable skincare and wellness solutions to all while building and supporting our homegrown Indian brands."
"We are actively striving to level up our marketing efforts with a digital-first approach to share narratives that catalyzes the synergies of our brand partners and consumers together," she added.
The people featured in the videos are namely:
Anany- a gender-neutral beauty advocate
Sakshi- advocating natural curls for all
Jogitha - a plus-size model
Tanvi- a trans woman
Pooja- Founder of Root Natural with skin issues redefining beauty for all
Bistriti- A supporter of autonomous marriages and a solo traveler
With the vision of rooting for natural wellness and lifestyle, Root Natural aims to make an impression in the sustainable industry with its business model of supporting local brands and making consumers reconsider what they find beautiful.