Naturali has launched a campaign for its Anti-Hairfall range featuring actor Medha Shankr, encouraging women to take ownership of their haircare choices and move beyond inherited beauty expectations. Titled ‘There Is an I in Naturali’, the campaign uses a wedding setting to explore how comments about women’s hair, often passed off as harmless advice, can influence their relationship with their appearance over time.
The film follows Shankr’s character as she prepares for a sangeet and encounters familiar remarks about her hair. Through scenes from the wedding and flashbacks to her childhood, the narrative traces how opinions from family members can shape beauty expectations across different stages of life. The story reaches its turning point when she returns to the wedding with visibly fuller-looking hair and gives her extensions back to her Bua, signalling a move away from seeking approval for her appearance.
The film concludes with the line “There is an I in Naturali”, supported by the campaign thought: “Your hair has always been naturally Dadi’s, naturally Mom’s, naturally Bua’s. It’s time it becomes yours naturally.” The message positions haircare as a personal choice rather than something dictated by family expectations or conventional ideas of beauty.
Medha Shankr said, “What I liked about this story is how familiar it feels. So many women grow up hearing opinions about their hair, often from the people closest to them. I think there’s something freeing about realising that you don’t have to live by those expectations and can choose what feels right for you.”
Anirrban Mukherjii, Vice President, Personal Care, Guilt Free Industries Limited, said, “With this campaign, we wanted to capture something that often gets brushed off as harmless advice: the constant opinions women hear about their hair. For us, ‘There is an I in Naturali’ is about bringing the focus back to the individual and reminding women that their choices should be their own.”
Vikas Jain, CFO, Guiltfree Industries Limited, said, “As consumer expectations evolve, building a strong brand hinges on understanding changing needs and delivering consistent value. At Naturali, our focus is on making effective, nature-inspired personal care accessible to more consumers while building lasting trust and relevance in their everyday routines.”
Targeting consumers aged 25–35, the campaign supports Naturali’s efforts to connect with consumers seeking personal care products that reflect their preferences and needs. Its Anti-Hairfall range includes shampoo, conditioner and hair mask formulated with Rosemary, Korean Ginseng and Biotin, alongside a scalp serum enriched with Rosemary, Korean Ginseng and Redensyl. The products are designed to address different aspects of everyday haircare, including cleansing, conditioning, nourishment and scalp care.
Through the campaign, Naturali combines communication around its haircare range with a message about individuality, encouraging women to make choices that suit their own preferences rather than conforming to external expectations.
