How Vatika Naturals grew their multi-ethnic women consumer base through IWD activations [Video]

In this case study, learn how haircare brand Vatika Naturals used International Women’s Day activations, such as out of home and influencer marketing, to help with their transition from a strong South Asian heritage brand to one relevant for multi-ethnic women consumers.

With a legacy of over 35 years in the UK and US markets, Vatika Naturals, from the House of Dabur, has always been at the forefront of highlighting issues which affect women in the UK and the Americas. This includes challenges such as unpaid care work, street harassment, and stigma attached to homosexuality, especially across various ethnic communities in the UK.

For this year’s International Women’s Day, then, the brand chose to amplify the voices of many through their unique and impactful campaign, #RootForMe, aimed at inspiring inclusivity and empowerment in the workplace.