South Asian Hair Care Brand Vatika Naturals Champions Diversity with #RootForMe Featuring All-Female Comedy Lineup.

Vatika Naturals, a flagship brand from House of Dabur, is pioneering an empowering initiative this International Women’s Day with the launch of their IWD2024 campaign, #ROOTFORME.

#ROOTFORME is a digital campaign to mark IWD2024 addressing intersectionality at the workplace which affects women of color, compounded by race, ethnicity, religion, and several other issues that can pose as a major roadblock for career advancement for a lot of our target segment and make them susceptible to workplace harassment and stereotyping.

From being a generic hair care brand for South Asian women, this year Vatika Naturals is embarking on a journey to become the preferred brand by multi-ethnic audiences across the UK and the USA.

Redefining women’s empowerment this International Women’s Day, Vatika leads the conversation with humor to address workplace stereotypes and discrimination, through partnerships with leading stand-up comediennes like Shazia Mirza and Sikisa.

Roshni Singh, Group Marketing Manager UK EU & Americas stated, “Vatika Naturals is not just a hair care brand but a custodian of values which champion diversity, differences, and uniqueness especially amongst women. With the #ROOTFORME, Vatika endeavours to further strengthen its stand towards being inclusive and diverse.” #RootForMe is a call to action for individuals to stand together and dismantle barriers preventing equality for women and specifically women of colour. Vatika is always challenging the status quo or stereotypes that hinder the growth of an individual.”

The two-week campaign will launch across Vatika’s social media channels on the 8th of March 2024 across UK and the USA. To amplify the message, the brand will be seen at iconic landmarks like Times Square, New York City, and the London Underground in March, to spark dialogue around workplace issues, stereotypes, and navigating these challenges.