Nat Habit, a skin and hair care brand, has launched its first brand campaign, “Breathe Life into Your Beauty”.
Contract Advertising India conceptualised the campaign under the guidance of Rahul Ghosh, National Creative Director.
As per the brand, The campaign highlights its philosophy of holistic skin and hair care built on the principles of “Fresh Ayurveda” elevated for modern living. The campaign will raise awareness and is expected to accelerate the brand’s journey to its next milestone of Rs 300 crore topline.
Further the brand stated that the Indian beauty industry has seen a proliferation of natural or ayurvedic brands both in the offline and online arena in the last decade. While the Indian consumer intrinsically believes in the potency of natural offerings, there is obvious disillusionment with the authenticity and efficacy of the current set of brands.
The campaign builds further on the idea of ‘Fresh Ayurveda’ and showcases how Ayurveda works at the cellular level, bringing each cell alive and breathing life into one’s beauty. Careful choice of ingredients, use of innovative meticulous processes amp up the nutritive potency of the products leading to great skin and hair.
Furthermore, the campaign takes a fresh approach of “how Ayurveda works” rather than the usual narrative of “what Ayurveda legacy is”. It stays away from any exaggerated promise of overnight transformation, focusing on enhancement of one’s inherent beauty. The brand encourages following good hair and skin care habits rather than expecting miracles.
The film “Breathe Life into Your Beauty”, is available on the brand’s official website, on digital, OTT and social media platforms.
Click here to watch the brand campaign-
Speaking about the development, Swagatika Das, Co-Founder, Nat Habit, said, “Ayurveda triggers deep cell activation, only when harnessed fresh, pure and run through meticulous nutrition enhancing processes. We wanted Nat Habit’s first brand campaign to reflect a new language of Ayurveda. “Breathe Life into Your Beauty” builds on our existing promise of “Fresh Ayurveda”. It is a critical milestone in our journey to the Rs 300 crore mark and is expected to recruit a new pool of naturally inclined consumers seeking authentic and effective hair and skin care solutions.”
Commenting on the campaign, Ankita Srivastava, CMO, Nat Habit, said, “The modern Indian woman is well-informed, self -assured, discerning and wary of greenwashing. We aim to establish Nat Habit as a portfolio-offering worthy of consumers’ trust by showcasing how fresh Ayurveda works in a language that is modern, real and convincing. Hence, no overclaims, just pure joy of a sensorially delightful set of products that cleanse, nourish and indulge her- breathing life into her beauty.”
Further, Ayan Chakraborty, Managing Partner, Contract Advertising India, said, “Once we figured that fresh Ayurveda works at a cellular level, the idea of cells coming alive and breathing life into beauty was seamless. The stylised visualisation brings together modern sensibility on one side and the foundational message of potent Ayurveda on the other, a depiction that we believe is completely new in the “natural or ayurvedic” storytelling space.”
