In this case study, learn how haircare brand Vatika Naturals used International Women's Day activations, such as out of home and influencer marketing, to help with their transition from a strong South Asian heritage brand to one relevant for multi-ethnic women consumers.

With a legacy of over 35 years in the UK and US markets, Vatika Naturals, from the House of Dabur, has always been at the forefront of highlighting issues which affect women in the UK and the Americas. This includes challenges such as unpaid care work, street harassment, and stigma attached to homosexuality, especially across various ethnic communities in the UK.

For this year’s International Women’s Day, then, the brand chose to amplify the voices of many through their unique and impactful Campaign, #RootForMe, aimed at inspiring inclusivity and empowerment in the workplace.

1. Objectives and challenges

Vatika Naturals aimed to amplify the voices of women through their #RootForMe campaign on International Women’s Day. Being a respected brand in the US and UK markets for over 35 years, Vatika faced the challenge of transitioning from a strong South Asian Heritage Brand to one that resonates with wider multi-ethnic women consumers.

The campaign aimed to address persistent workplace challenges (such as the gender pay gap and stereotypes, particularly for women of color), grappling with intersectionality issues of race, ethnicity, and religion.

2. Solutions/work

To confront these challenges, Vatika strategically collaborated with renowned stand-up artists Shazia Mirza and Sikisa, forming an all-female lineup to "stand up" for women's rights. Through a compelling blend of wit, humor, and hard-hitting facts, these incredibly talented women shared their narratives and experiences, striking a chord with audiences as an attempt for a meaningful dialogue.

The campaign extended its reach through podcasts such as It's Not You, It's Them...But it Might Be You with Lalalalętmeexplain, and street engagements in London and New York, collaborating with influencers such as Precious Ubani and Chhavi Verg to capture a diverse spectrum of lived experiences and amplify the authentic voices of women from various walks of life.

Strategic placements in London tube lines and Times Square generated significant buzz, positioning Vatika Naturals as a champion for positive change.

3. Results

The #RootForMe campaign garnered global acclaim, sparked vital conversations, and established the brand as a trailblazer in social consciousness. While the campaign's primary focus was not sales-driven, its profound impact is undeniable, championing inclusivity and shedding light on crucial issues.

Stand-up comedy content and influencer engagement across key markets such as the UK and the USA have collectively garnered over 1.3 million views.

In addition, out of home (OOH) advertising in both regions played a pivotal role, yielding over 30 million impressions and significantly expanding the campaign's reach.

The campaign has also secured coverage in over 300 media publications globally, with a potential audience reach exceeding 150 million, with mentions in media publications like Wallstreet Online, BizAsia and many more.

With over 25,000 unique listeners engaging with the podcast, #RootForMe has undoubtedly made a lasting impact which was not merely quantified by numbers but by the profound dialogue it has instigated globally.