Haircare brand Vatika UK has launched an innovative Stronger Roots campaign as part of the launch celebrations for a new multivitamin-infused hair oil range from the stables of the well-known Indian consumer goods multinational Dabur.
Being dubbed as progressive and pioneering, the campaign is being pitched as a game-changing moment in the lucrative South Asian beauty industry by celebrating real and authentic women and individuals through the challenges they have overcome, manifested through the strength of their hair as a metaphor for their own inner strength derived from their heritage and strong roots.
The personal themes represented in the Stronger Roots campaign reflect defying gender stereotypes and career convention to follow your dreams; overcoming illness; embracing grey hair in an ageist and superficial world; and celebrating gender fluidity in a heteronormative society.
Among the many chosen champions, is power-lifter Karenjeet Kaur Bains – the first British Sikh female to represent Great Britain in the sport, three-time All England Champion, two-time British Champion, and 2019 Commonwealth Champion.
Bains has defied cultural and gender stereotypes by competing in a male-dominated sport. An injury at 19, nearly ended her sporting aspirations but the roots of her strength were family and heritage, helping to bring her back even stronger.
“In her sport it's always been important to keep her hair well looked after. She takes pride in her hair and keeps it long because, for her, it's a representation of her culture and heritage. She also balances her sporting life with a corporate career. Karenjeet champions women to be whatever they want to be – if she can do it, anyone can,” says Vatika UK.
Cancer survivor Rani Smith was traumatised as she started losing her hair during the treatment process. The reactions from people close to her were not always as positive as she had hoped. As part of her healing process, she started massaging her head with natural oils, a ritual she nurtured with the participation of close family members. Her hair grew back stronger, symbolic of her physical, mental, and spiritual journey through the healing process.
“Life weakened me, losing my hair strengthened me,” she says.
Now a Sikh chaplain, Rani’s hair story is interconnected with her spiritual journey, her faith strengthened through the cancer process.
Roshni Singh, Marketing Manager UK & Europe, Dabur International, said: “I’m excited about this campaign, which shows Vatika going a step further in engaging with our consumers. Vatika proudly recognises these individuals all have different motivations, aspirations and hair needs and don't always look the same.
“Therefore, with the #StrongerRoots campaign we want to champion real people, their personal hair stories and experiences and share the meaningful conversations we had with them, which we think so many people will be able to identify with.”