Marico Limited has launched a new digital campaign for Nihar Naturals Hair Oil titled “Fit Chul, Hit Chul,” unveiling an original music track aimed at promoting healthy hair through a culturally rooted, youth-focused approach. Inspired by West Bengal’s musical heritage, the campaign highlights hair fitness as a symbol of confidence, self-expression, and modern lifestyle, reinforcing Nihar Naturals’ leadership as the number one hair oil brand in eastern India.
The track, composed by regional artists Mrinmay MS and Shreya Basu, is supported by influencer-led promotions and celebrity brand ambassador Rukmini Maitra to drive engagement across reels and short-video platforms. According to Vikram Karwal, Chief Marketing Officer of Marico Limited, the initiative uses music as a cultural connector to communicate the importance of consistent hair care while strengthening emotional resonance with consumers.
Conceptualized by Tonic Worldwide, the campaign targets Gen Z audiences who increasingly associate brands with identity and community engagement. Alongside the campaign, Nihar Naturals has introduced three new variants Coconut Rosemary, Coconut Almond, and Coconut Aloe Vera Hair Oil across retail channels in West Bengal. Kolkata and the wider West Bengal market remain key growth hubs for regional haircare brands, with strong demand for culturally localized campaigns and product variants tailored to evolving consumer preferences.