Mamaearth Explores Avenues to Connect with Millennial
Mamaearth Explores Avenues to Connect with Millennial

Direct-to-consumer personal care brand Mamaearth, earlier this year, announced Sara Ali Khan as Brand Ambassador for their haircare range. The toxin-free personal care brand is rapidly scaling operations and exploring newer avenues to connect with the millennial audience and the collaboration with Sara Ali Khan will help strengthen it. 

The brand is on a constant quest to create an innovative portfolio of products that are modern alternatives to DIY remedies. While working on the campaign concept, Sara mentioned that her mother always used these ingredients on her which have resulted in great skin and hair. Hence, it was ideal to bring in Amrita Singh along with her daughter to advocate the benefits of the onion for hairfall.

Building on Amrita Singh and Sara Ali Khan's camaraderie, the duo will remind the consumers that we all live under the invisible yet omnipresent radar of our mothers, who only mean well.

Amrita Singh, the leading lady of her era, appeared in a brand commercial after a break of 35 years. The primary reason for choosing to appear in the commercial was the brand's purpose and products.

Talking about the latest association and the upcoming campaign with her mother, an elated Sara Ali Khan said, "When Mamaearth approached me and told me about the proposition, I instantly connected with it as my mother always used these ingredients on my hair. In fact, coming together with my mother for this brand commercial was like a regular day at home with Amma applying onion extract on my hair to help control my hair fall. Since this is the first time I am working with my mother, I am excited and nervous at the same time. I hope the audience enjoys our chemistry and we hope to make them reminisce about their childhood memories. Mamaearth is trying to do good for the consumers and the environment and I urge everyone to choose the goodness of Mamaearth and help serve a bigger purpose."

"On a personal note, Sara always seeks my advice on personal care as I have been extremely particular about setting regimes for her hair and skin. But when she told me the reason, she decided to work with Mamaearth because they make modern alternatives to DIY recipes.  When I was offered to work with Sara in the television commercial, I just had to agree as the premise of the television commercial is literally a scene out of Sara’s childhood when I used to insist on using onion extract on her hair to reduce hair fall. What makes this commercial even more special is working with Sara for the first time. I really like Mamaearth’s approach towards their product line and their efforts to make a larger impact on society. I hope they are successful in their endeavors," Amrita Singh stated.

Ghazal Alagh, Co-Founder and Chief Innovation Officer, Mamaearth, added, "We at Mamaearth are constantly striving to create a product line that is inspired by age-old remedies, coupling them with science to create modern convenient solutions for our consumers. With millennials choosing natural and organic personal care products, it is a great opportunity for us to provide them with solutions that are safe and effective. Bringing in Amrita Singh along with Sara Ali Khan will help reinstate the brand's proposition with our millennial audience. Sara Ali Khan, who is well known for speaking her mind out, is the perfect fit for a changemaker brand like ours." 

Mamaearth is a purpose-driven brand for millennials who believe in choosing goodness for themselves and the environment. Mamaearth believes that goodness starts with the small choices each of us makes every day! The brand continues to live up to its belief by using only the best of nature and no toxins or harmful chemicals in its products. They are also animal cruelty-free, plastic positive, and have launched the Plant Goodness promise last year. As part of this, the brand links every order made on their website to a tree they plant and is set to plant 10 lakh+ trees in 5 years.

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