New Nihar Naturals ad debunks hairstyle stereotypes

30 Jan,2017

By A Correspondent


Nihar Naturals has launched a new ad campaign that addresses gender stereotyping in the forefront. Starring VidyaBalan, who has been consistent in her positioning with the brand, the campaign depicts the societal perception of women in stereotypical scenarios such as a housewife in the kitchen, an airhostess on a flight deck and a manager in an office space. As women stereotypes have been prevalent for long, the brand decided to use this mind-set, which still exists today, as a core idea of the content.


Commenting on the campaign, Suresh Eriyat, Studio Eeksaurus said “When I had structured the ad in my head, I felt we had a huge scope of bringing interesting art and humour to make the already interesting premise memorable. The kind of enthusiasm Vidya has shown in her consistent battle towards gender stereotypes has been healthy with the brand. Of course working with her is always a joy considering her ease in delivering diverse performances and also the way she stretches herself to help achieve a director’s vision. I am happy the way the film has turned out and it is the result of brilliantly coordinated team work especially between the departments of art, camera, hair and make-up, production.”


Beginning in various different sequences, the brand ambassador questions ‘dakhochooldekhe log kikibhabteshurukore’ (Read: look how people start judging you by your hairstyle) in a rhetorical enthusiasm. The ad smartly uses creative sets and props propelled by an ingeniously modified machine to mechanically synchronise the background scenarios to match with Vidya’s hairstyles and the photographer’s perceptions attached to it. It has been scripted in Bengali, which is a widely-spoken regional language, thus enhancing the scope of understanding to an urban and regional audience.


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