THE BRIEF

We are launching a new product range and campaign for Vatika UK, and we want to challenge traditional beauty standards while promoting inclusivity and diversity in the hair care industry. The campaign aims to celebrate real women, gender fluidity, and inclusivity by highlighting individuals who have overcome struggles and breaking stereotypes surrounding beauty. We want to empower individuals and promote inner strength derived from heritage and strong roots.

We would like you to produce a video that showcases the essence of our campaign and product range. We want to feature individuals who have overcome struggles and are comfortable in their own skin. The video should be visually engaging and emotionally resonant, highlighting the value of inclusivity and diversity in the hair care industry.

We want to demonstrate that beauty comes in many forms and should not be restricted to traditional standards. We hope that this campaign will make Vatika UK a pioneer of inclusivity in the hair care industry.

About The Campaign

As inclusivity and diversity continue to expand each year, gender fluidity and androgynous fashion are becoming more prevalent. The beauty industry is following suit, and Vatika UK, a leading South Asian haircare brand, has launched a remarkable campaign called "Stronger Roots" that highlights real women, gender fluidity, and inclusivity. The campaign is a game-changing effort that celebrates individuals and the struggles they've faced. The campaign uses hair as a metaphor for inner strength derived from heritage and strong roots. Vatika UK has added another feather to their cap with this groundbreaking campaign.

Vatika UK has launched a new Multivitamin + Hair Oil and Product Range with a campaign that challenges traditional beauty standards. The campaign brings together five individuals who have overcome various struggles, redefining beauty and defying gender stereotypes. The campaign celebrates age, embraces grey hair in a superficial world, and promotes gender fluidity in a heteronormative society. Vatika UK aims to empower every individual by demonstrating that traditional indicators of beauty, such as being thin, tall, and fair, are outdated. The campaign highlights that true beauty comes from embracing one's unique qualities and overcoming personal struggles.

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Karenjeet Kaur Bains is a living testament to the idea that you can have it all. As a full-time, qualified professional in the corporate world and a powerlifter, she has proven that it is possible to pursue your passions and succeed in your career. Karenjeet, the first British Sikh female to represent Great Britain, is a three-time All England Champion, two-time British Champion, and was the Commonwealth Champion in 2019.

Growing up, Karenjeet's mother would wake up early to plait her hair in the stereotypical two plaits hairstyle for young South Asian girls. Karenjeet takes pride in her hair and keeps it long as a representation of her culture and heritage. In her sport, it's important to keep her hair well-maintained, and being a woman in a male-dominated sport has its own set of challenges. However, Karenjeet smashes stereotypes and represents a strong woman who is proud of her heritage.

Karenjeet's story is an inspiration to women everywhere. She wants to inspire other women to pursue their dreams, to be themselves, and to challenge societal norms. Her story is a reminder that every strand of hair tells a story, and that it is important to be proud of your heritage and who you are.

Thank you, Karenjeet Kaur Bains, for sharing your story and being a role model for women everywhere. 

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Huji, a makeup artist, is a trailblazer in the beauty industry. Before lockdown, she had an epiphany and decided to embrace her grey hair, a decision that has been inspiring women everywhere to do the same.

Huji's biggest concern was how her clients would perceive her, as she works with models on shoots and everyday women who want to look perfect. Going grey is often seen as an imperfection, and she was worried that her clients and younger women would lose faith in her. However, she has been documenting her grey hair journey to show that going grey is glamorous and even liberating.

Huji's story is a reminder that women can be their true selves and still be glamorous. The #StrongerRoots campaign celebrates the beauty and diversity of women's hair, encouraging women to embrace their natural beauty and be proud of who they are.

Thank you, Huji, for sharing your story and inspiring women to embrace their grey hair.

#StrongerRoots #DaburVatika

Henika's journey to becoming an international yoga and meditation teacher started with a health scare. After contracting malaria and undergoing treatment, she lost a significant amount of her hair, which made her feel like she had lost her identity. Henika realized how important her hair was to her, and she embarked on a journey to regain her hair using natural methods.

During this process, Henika left behind her corporate career to travel and teach Yoga, and she allowed her hair to grow and remain natural. She has not cut her hair since and views it as a journey back to her roots. For Henika, cutting her hair represented trying to fit into a world where she didn't belong.

Henika's story is a reminder of the importance of listening to your body and taking care of your hair. Her journey to regain her hair and her identity is an inspiration to women who may be going through a similar experience. It is a powerful reminder of the strength that comes from embracing your natural self.

The Vatika Enriched Coconut Hair Oil, part of the #StrongerRoots campaign, encourages women to take care of their hair and embrace their natural beauty. Every strand of hair tells a story, and Vatika wants to celebrate those stories and the women who tell them.

Thank you, Henika, for sharing your story and inspiring women to be true to themselves.

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Rani 

Losing one's hair can be a traumatic experience, especially for women who often associate their hair with their identity. When hair loss is due to an illness such as cancer, the psychological distress can be even more profound. South Asian women, in particular, are traditionally associated with long, dark, flowing hair, and losing their hair can be both helped and exacerbated by cultural issues such as family, community, and faith.

Rani, a cancer survivor, understands these struggles all too well. As she underwent treatment, the loss of her hair became a significant source of distress. However, she found solace in massaging her scalp with natural oils and including her loved ones in the ritual. Her hair eventually grew back stronger, a symbol of her physical, mental, and spiritual journey through the healing process.

Rani's story is a reminder of the strength that comes from overcoming adversity and finding support in our loved ones. The #StrongerRoots campaign celebrates the beauty and diversity of women's hair, encouraging women to be proud of their heritage and their hair.

Thank you, Rani, for bravely sharing your story and inspiring others to find strength in their roots. 

#Rani #StrongerRoots #EveryStrandTellsAStory #MyHairStory #RealStories #BeYourself #ShareYourStory #Vatika #DaburVatika #vatikawomen #vatikachallenge #vatikaenrichedcoconuthairoil

Raheem Mir is a talented dancer and choreographer who has used Indian classical dance to explore their gender identity. Raheem identifies as gender fluid, and growing their hair has been an important part of their journey towards feeling more comfortable in their own skin.

For Raheem, using hair oils is a significant part of the queer Indian community's culture and ritual, and they are proud to represent both their South Asian and queer communities. Raheem's story is a testament to the power of self-expression and embracing one's true self.

The Vatika Enriched Coconut Hair Oil, part of the #StrongerRoots campaign, celebrates the beauty and diversity of women's hair. Every strand tells a story, and Vatika wants to encourage women to be proud of their heritage and their hair.

Thank you, Raheem, for sharing your story and inspiring others to embrace their true selves. 

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