MUMBAI: Nat Habit, digital-first 100% natural skin and hair care brand, has launch its first brand campaign, ‘Breathe Life into Your Beauty’. The campaign shines a spotlight on the brand philosophy of holistic skin and hair care built on the principles of ‘Fresh Ayurveda’ elevated for modern living. The campaign will look to raise awareness and is expected to accelerate the journey to its next milestone of a Rs. 300 crore topline.
The company explains that the Indian beauty industry has seen a proliferation of natural/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. Since its inception in 2019, Nat Habit said that it has stood apart with its promise and delivery of ‘Fresh Ayurveda’ for its 2.5 million unique customers. It’s well researched, 100% natural products are formulated on Ayurvedic principles and made fresh daily in the company’s Ayurvedic Kitchen boasting an impressive 52% repeat rate.
The campaign ‘Breathe Life into Your Beauty’ builds further on the idea of freshness 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 gorgeous hair.
The campaign takes a fresh approach of ‘how Ayurveda works’ rather than the usual narrative of ‘what Ayurveda legacy is’. It looks to stay 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.
“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 Cr mark and is expected to recruit a new pool of naturally inclined consumers seeking authentic and effective hair and skin care solutions” said Swagatika Das, co-founder, Nat Habit.
Ankita Srivastava, CMO, Nat Habit said, “The modern Indian woman is well-informed, self -assured, discerning and weary 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”.
Contract Advertising India conceptualised the campaign under National Creative Director Rahul Ghosh. Speaking about the campaign, he said, “A fresh new perspective on Ayurveda called for a narrative that breaks the formula of naturally derived solutions. Telling a story of cells coming alive was both interesting and challenging. We managed to walk the fine line between science and traditional knowledge of Ayurveda.”
Ayan Chakraborty, managing partner Contract 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 & ayurvedic’ story telling space.”
The film “Breathe Life into Your Beauty”, can be viewed on Nat Habit’s official website, YouTube, on digital, OTT and social media platforms.
