Marico's Nihar Naturals partners with Zee Bangla for second season of ‘Akai Aiksho'

After a successful debut season of ‘Akai Aiksho’ last year, Marico’s Nihar Naturals has launched the second season of the show in association with Zee Bangla. ‘Akai Aiksho’, which means ‘one with the power of a hundred’, is the brand’s annual property that celebrates inspirational stories of women who overcome all odds to show their inner strength and make a visible change in the society.

The first season of the Akai Aiksho campaign last year showcased and rewarded several extraordinary stories of such women — be it Bengal’s first woman taxi driver who struggled to make ends meet but still didn’t give up or the social reformer who works with jail inmates to educate them through music and art.

As part of this year’s show, Nihar Naturals and Zee Bangla will air a series of four episodes weekly, celebrating real-life ‘Akai Aiksho’ women. The first episode of the show was aired on August 4, 2019.  The show will also feature a special, digital-only webisode series for the first time with a Lok Sabha MP and popular Bengali actor Mimi Chakraborty. This digital-only episode aims to reach out to the young, modern Akai Aiksho women of Bengal who are inspiring many others to overcome all odds and make a difference in the society.

The final episode of the show will also have Nihar Naturals’ brand ambassador, Vidya Balan, in conversation with all the women whose stories are part of this year’s season.

The brand has worked closely and backed these women to achieve their dreams through material or infrastructural support and aims to continue to build this community. The campaign this year will feature more such stories and through this season, Nihar Naturals wants to inspire more consumers to bring about a social change. The show is inviting viewers to send in their entries for the Akai Aiksho women in their lives through online submissions or by calling on the toll-free number. 

Koshy George, Chief Marketing Officer, Marico, said, “The second season of the show aims to reach out to a much larger set of young, modern Akai Aiksho women who can be the torchbearers of change in the society and evoke more such stories of inner strength. Nihar Naturals is the perfect embodiment of this Akai Aiksho spirit with the promise of strong hair for these strong, extraordinary women who we are celebrating as part of this show.” 

Unlimited potential and strength of a woman is the brand ethos of Nihar Naturals Coconut Hair Oil, the leading hair oil brand from Marico in West Bengal. With this thought, it aims to inspire and awaken the power within each woman through this new season of Akai Aiksho.