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New Delhi: Marico has released an original music track for its Nihar Naturals Hair Oil brand as part of a digital campaign titled ‘Fit Chul, Hit Chul’, centred on West Bengal. The initiative uses a music-led format to connect with regional audiences and is built around themes of haircare, self-expression and popular culture.
The track features music creators Mrinmay MS and Shreya Basu and will be promoted through influencers across West Bengal, along with brand ambassador Rukmini Maitra. According to the company, the campaign has been designed for short-form video platforms and social media formats, with a focus on user-generated content and digital engagement.
Speaking about the campaign rooted in West Bengal’s creative legacy, Vikram Karwal, CMO, Marico said, “In West Bengal, music has always been a form of expression, emotion and strength. With the launch of ‘Fit Chul, Hit Chul’, we’re translating our hair fitness proposition into a cultural nuance that resonates deeply with our consumers.
Composed by local gems of Bengal, this track is not just a campaign, it’s a movement. It reinforces our belief that strong, healthy hair is built through daily care, consistency and confidence, and what better way to tell that story than through a medium that Bengal lives and breathes.”
Conceptualised by Tonic Worldwide, the campaign is based on an insight around younger consumers engaging with brands through identity, culture and community. The digital track has been positioned as a format that integrates product messaging with cultural storytelling and online participation.
Speaking about the campaign, Unmisha Bhatt, Co-founder & Chief Strategy Officer, Tonic Worldwide said, "We set out to translate 'Hair Fitness' into something that truly speaks to young adults in Bengal. Knowing the region's deep passion and love for music, we saw an opportunity to turn strong, healthy hair from a functional benefit into social currency. By creating a digital first song with regional creators that resonates culturally, we've positioned Nihar Naturals not just as part of daily haircare routines, but as a brand that fuels content creation and self-expression among this audience."
The campaign rollout follows the recent introduction of new Nihar Naturals variants across general trade and modern trade outlets in West Bengal, including Coconut Rosemary Hair Oil, Coconut Almond Hair Oil and Coconut Aloe Vera Hair Oil.