Nihar Naturals: 'Jaani Na' (I Don't Know)

Yousuf Rangoonwala

Campaign details

Brand owner: Marico Limited, India
Agency: BBH Communications India Private Ltd, Mumbai

Brand: Nihar Naturals Hair Oil
Country: India
Channels used: Branded content, Events and experiential, Magazines - consumer, Mobile and apps, Online video, Radio, Television
Media budget: 500k - 1 million

Executive summary

This is the story of how a small brand working with a small budget in a small geography created a big impact, using unbranded and branded content and, more importantly, proved that 'cultural authority' is far more potent than 'brand authority'.

To continue growing in its flagship state of West Bengal (eastern India), Nihar Naturals had to find a way to embed itself into the cultural fabric of the land. This was critical, as growth in West Bengal is directly linked to a brand's 'Bengali-ness'. The insight was that the audience – Bengali housewives – had experienced a shift in their lives and had moved on from the docile stereotypes of previous generations. Brands and pop culture, however, continued to portray them as traditional homemakers and patronised them with hyperbole.