The brand’s new campaign created specifically for Bihar celebrates the aspirations and hair careneeds of women in the state
Campaign link: YouTube | Kaala Teeka by Nihar Naturals
Marico Limited, one of India’s leading FMCG companies, has launched Nihar Natural’s first-ever campaign specially created for Bihar, ‘Kaala Teeka’, reaffirming the brand’s commitment to deepening its connect with consumers in the state. Inspired by Bihar’s cherished tradition of applying a kaala teeka as a symbol of love, care and protection, the campaign celebrates the role mothers play in nurturing not just their daughters, but also their confidence. As the no. 1 hair oil brand in Bihar[1], Nihar Naturals is uniquely positioned to address the needs of both mothers and daughters, providing nourishment from trusted coconut oil and methi while promising beautiful, free-flowing hair.
Brought to life through a playful and light-hearted narrative, the campaign showcases Nihar Naturals’ promise of nourishment, helping women achieve ‘Poshan Bhare Khil-Khilate, Nikhre-Saware Baal.’ Developed through deep consumer understanding, this new vocabulary for hair beauty reflects a more contemporary and locally resonant expression of nourished and beautiful hair for Bihar’s young women.
The campaign is rooted in extensive consumer research undertaken across Bihar, which uncovered a relatable insight in the lives of young women. While mothers continue to oil their daughters’ hair with the best intentions of nourishment and care, daughters increasingly seek hair that not only feels nourished but also looks beautiful and free-flowing, without feeling weighed down. Nihar Naturals bridges this need by bringing together the nourishment that mothers trust and the hair aspirations that daughters desire.
Speaking about the campaign, Vikram Karwal, Chief Marketing Officer, Marico Limited, said, “Bihar is one of Nihar Naturals’ most important markets, with strong household penetration and deep strategic significance for the brand. As consumers increasingly gravitate towards brands that understand their unique cultural contexts, aspirations and everyday realities, we see a significant opportunity to build deeper relevance through rooted storytelling. ‘Kaala Teeka’, our first-ever campaign created specifically for Bihar, is inspired by a cherished local tradition and reinterprets it through the lens of modern hair beauty. The campaign reflects our commitment to combining deep consumer understanding, cultural relevance and a compelling product proposition to build meaningful consumer connections and drive sustainable growth.”
Conceptualised by MYO, the film will be aired across traditional and digital platforms in Hindi and Bhojpuri. Beyond the film, Nihar Naturals will also collaborate with Bihar’s emerging creator ecosystem to bring the idea alive across digital platforms, enabling the campaign to reach and engage a new generation of consumers through authentic, locally relevant storytelling.
Speaking about the campaign, Deepa Geethakrishnan, Founder, MYO, said, “Today’s mother embraces her daughter’s desire to look beautiful and empowers her to express it with confidence, nurturing their confidence, honouring their individuality, and shaping their strength so they step into the world as their brightest, boldest, and most authentic selves.”
Through its Bihar-specific campaign, the brand aims to deepen local relevance, strengthen engagement with consumers and drive sustained growth in one of its most important markets.
Agency: MYO
Creative: Deepa Geethakrishnan, Ankush Pandey
Strategy: Shalini Degan, Deepa Geethakrishnan
About Marico Limited
Marico (BSE: 531642, NSE: “MARICO”) is one of India’s leading consumer products companies operating in the global beauty and wellness categories. During FY2025-26, Marico recorded a turnover of 136.1billion (USD 1.5billion) through its products sold in India and chosen markets in Asia and Africa.
Marico touches the lives of 1 out of every 3 Indians, through its portfolio of brands such as Parachute, Saffola, Hair & Care, Parachute Advansed, Nihar Naturals, Mediker, Pure Sense, Coco Soul, Revive, Set Wet, Livon, Beardo, Just Herbs, True Elements, Plix, Cosmix and 4700BC. The overseas consumer products portfolio contributes to about 24% of the Group’s revenue, with brands like Parachute, Parachute Advansed, HairCode, Fiancée, Herbsindia, Purité de Prôvence, Ôliv, LASHE Superfood, Candid, Caivil, Hercules, Black Chic, Code 10, Ingwe, X-Men, Thuan Phat and Isoplus.
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