Brief by Shorts91 Newsdesk / 06:59am on 09 Mar 2024,Saturday Lifestyle
Vatika Naturals, a flagship brand of Dabur, launches the #ROOTFORME campaign on International Women's Day, focusing on workplace intersectionality for women of color. Transitioning from a South Asian women's hair care brand, Vatika aims to become the preferred choice for multi-ethnic audiences in the UK and the USA. The campaign addresses workplace stereotypes humorously, featuring stand-up comediennes Shazia Mirza and Sikisa. Zakir Mansoori, Business Head at Dabur International Europe UK, emphasizes Vatika's commitment to diversity. The brand plans new launches and formulations for diverse hair types. Roshni Singh, Group Marketing Manager, underscores Vatika's role in championing diversity. The #ROOTFORME campaign, launched on March 8, spans two weeks across social media and iconic landmarks like Times Square, NYC, and the London Underground, fostering dialogue on workplace challenges. Vatika's 35+ years of expertise in inclusive hair care, using natural ingredients, is highlighted. The campaign aligns with the brand's vision, challenging stereotypes with light-hearted yet impactful messaging.
