Latest news with #RaginiHariharan
Mint
20-07-2025
- Business
- Mint
Himalaya goes digital-first, scales influencer play, and champions young women through purpose-led marketing
MUMBAI: As the personal care space heats up with new-age D2C brands amid changing consumer behaviour, legacy player Himalaya Wellness is rewriting its playbook. From prioritizing digital-first marketing to rolling out purpose-led campaigns and innovating around convenience, the brand is taking bold bets. In a conversation with Mint, Ragini Hariharan, marketing director— personal care and hygiene, Himalaya Wellness, discusses the company's digital shift, its evolving influencer strategy, Women's Premier League-led brand storytelling, and the long runway for growth in existing categories. Edited excerpts: How is Himalaya's personal care business growing? The category is growing in double digits, and we're tracking broadly in line with that across most skincare segments. In some of the newer spaces for us, like serums, we're seeing triple-digit growth. What does your marketing mix look like today? Is it digital-first now? Absolutely. We've moved from a traditional-first approach to a digital-first one. Several of our brands and variants have now launched and scaled entirely through digital platforms. Influencer-led storytelling and web series integrations have become key to awareness and credibility, especially in high-involvement categories like serums. Neem Face Wash, which still caters to a massive audience, including teenage girls, continues to get support from TV. But overall, more than 60% of our personal care marketing spend is now on digital. That's a significant shift. How has the media split evolved in the past couple of years? In 2023, about 80% of our spends were on traditional media, mainly TV. By last year, that dropped to nearly 50%. This year, only around 30-40% is on TV and traditional, with the rest going to digital. Across Himalaya's broader categories, including baby care, the company now spends over 70% of its media budget on digital platforms. Influencer marketing seems central to this shift. What's your approach there? We don't follow a fixed number. We build an influencer strategy based on the product, category, objective and target audience. We work across the board from celebrities like Aditya Roy Kapur for PartySmart, to nano-influencers who double up as authentic consumers. For awareness-led initiatives like our cleft lip surgery initiative 'Muskaan', or category-building campaigns, we bring in high-reach names. In contrast, for new product trials or everyday use cases, micro and nano creators offer greater credibility. Himalaya has been a Women's Premier League partner from the beginning. What has the association delivered? It started as a purpose-led association to back women's sport and inspire ambition among young girls. In the first season, we launched our rose face wash variant with the 'Not Fair' campaign. The following year, it was our turmeric range. Both campaigns trended at No.1 on X and received strong traction. This year, we went bigger with the Wonder Woman Project, encouraging girls to share aspirations via a microsite and offering resources and mentorship. We also enabled a group of girls to train with RCB players. It's a long-term play to inspire and support future female role models. Consumers today are also looking for clean and sustainable beauty. How are you responding to that? Sustainability has always been part of Himalaya's DNA, even before it became a buzzword. We follow regenerative agriculture practices, have our own farmlands for ingredient traceability, and are committed to 100% recyclable packaging. What's changed is that we're now more vocal about these efforts, but we're careful not to overpromise. For us, it's not about launching one 'green" SKU. Sustainability must show up across every product and process. What are some recent or upcoming product innovations? Convenience formats are trending. PartySmart gummies are a good example. Our serum portfolio is also expanding across use cases. In oral care, we recently launched a botanical range with clean formulations, free from harsh chemicals. It's one of the first such offerings in India from a large brand. This year, we have 4-5 new launches planned across the skincare and winter care categories. Are you looking at entering new categories? We see massive headroom in our current categories. Even in markets where we lead, like face wash, lip care and anti-hangover products, penetration remains low. For instance, face wash usage in urban India is still only about 40%. So, there's more to unlock in our existing portfolio. What's the role of e-commerce and quick commerce in your growth? E-commerce now contributes significantly across several categories and continues to grow rapidly. Quick commerce, in particular, is gaining traction in impulse-led segments like oral care. We expect it to match regular e-commerce sales in some categories by the end of the year. While digital channels are scaling fast, general trade remains a critical part of our distribution and continues to perform well. As a legacy brand, how do you stay culturally relevant to younger consumers? That's an ongoing effort. Consumers already associate us with trust, safety and quality. But we also need to come across as young, modern and in tune with their world. The same actions from a startup would be praised, but legacy brands are held to a different standard. We're leaning into web series integrations and relatable influencer content, showing protagonists using Himalaya not for vanity, but to solve real problems. Our biggest brand, Neem Face Wash, is often a consumer's entry point into skincare as a teenager, so we go the extra mile to connect with Gen Z in their language. What about male grooming, are you focused there? Yes, we have a men's range, though it's not as prominent as it could be. Even our Neem Face Wash is widely used by men. We're working on improving product relevance and shelf presence for men. It's a huge opportunity and one where we plan to scale up.
Fashion Value Chain
16-07-2025
- Entertainment
- Fashion Value Chain
Himalaya's Bhringaraja Hair Campaign Celebrates Friendship
Himalaya Wellness introduces its latest integrated campaign for the Anti-Hair Fall Shampoo, championing the power of Bhringaraja—also known as the 'King of Hair'—as a natural and effective remedy for hair fall. Staying true to the brand's philosophy of using nature's goodness, the campaign tells a touching story of friendship to reassure women about finding trusted hair care solutions. The film features two girls enjoying a swing ride under the open sky, where one expresses fear of falling. Her friend comforts her, symbolizing the support and reliability of Himalaya's shampoo in preventing hair fall. This narrative aligns with the campaign's core message: 'Won't Let You Fall'—a metaphor for the strength of both friendship and Himalaya's plant-powered formula. Ragini Hariharan, Marketing Director – Beauty & Personal Care at Himalaya Wellness, said the brand remains committed to delivering nature-based hair solutions, with Bhringaraja at the center of this latest story. She emphasized that the campaign reflects emotional security and natural strength. Naveen Raman, Executive VP & South Head at 82.5 Communications, highlighted the campaign's creative idea—infallible friendship—portraying a dependable companion who supports you through all challenges, much like Himalaya does in your hair journey. The TVC will air across Tamil Nadu, Karnataka, Andhra Pradesh, and Telangana, while a wider digital campaign, featuring influencer content and targeted rollouts, will connect with audiences across India.
Time of India
15-07-2025
- Entertainment
- Time of India
Himalaya Wellness blends beauty and purity of nature in new campaign
Himalaya Wellness has launched a new integrated campaign for its Anti-Hair Fall Shampoo , reinforcing the brand's core philosophy of offering the best of nature for everyday hair care problems . It spotlights Bhringaraja , renowned for reducing hair fall, also known as the 'King of Hair', in the new TV commercial and all-India digital rollout. The campaign aims to address a long-standing consumer concern, finding a hair fall solution that is both natural and effective. The latest creative concept, developed under the campaign line 'Won't Let You Fall', uses the lens of friendship to reassure women that with Himalaya's Anti-Hair Fall Bhringaraja Shampoo, their hair is in safe and trusted hands. The film captures two young friends swinging on a sunny afternoon, surrounded by nature. It delicately connects the fear of 'falling' with hair fall anxiety. When one girl expresses her fear of falling from the swing, another reassures her with warmth and confidence, mirroring the promise of Himalaya's Anti-Hair Fall Bhringaraja Shampoo. Ragini Hariharan, marketing director – beauty and personal care, Himalaya Wellness Company, said, 'This campaign is not just about reducing hair fall; it's about celebrating the bond between friends who trust each other, just as they trust Himalaya's Anti-Hair Fall Shampoo to care for their hair.' 'The insight we worked with was simple yet powerful — infallible friendship. Our narrative is around that unwavering friend who never lets you fall, especially when it comes to your hair fall concerns. The campaign blends this emotional truth with the beauty and purity of nature — values that have always been at the heart of the Himalaya brand world,' said Naveen Raman, executive vice president and South head, 82.5 Communications. The campaign will run as a TV commercial in Tamil Nadu, Karnataka, Andhra Pradesh and Telangana. And roll out nationwide through digital-first platforms , maximising reach and engagement across key consumer touchpoints. Additionally, it will be supported by high-impact digital rollouts and influencer collaborations , aiming to drive awareness and reinforce Himalaya Wellness's commitment to providing its consumers nature-backed hair care solutions, the press release shared with ETBrandEquity stated. Watch the video here:
Time of India
12-05-2025
- Health
- Time of India
Himalaya Wellness turns the spotlight on gums in new ad
HighlightsHimalaya Wellness Company launches the second edition of the #ItStartsWithGums campaign on Gum Health Day, emphasizing the importance of gum health rooted in Ayurveda. The campaign features two humorous digital films, 'SOS' and 'Breath-checker', which depict conversations with artificial intelligence to engage consumers in discussions about gum health. Himalaya Ayurveda Gum Care Toothpaste, a formulation based on traditional practices with 13 herbs, aims to strengthen gum tissue and promote overall oral health as part of the campaign's preventive approach. Himalaya Wellness Company, India's beauty and personal wellness, has announced the launch of the second edition of the #ItStartsWithGums campaign, on Gum Health Day . Building on the strong response to last year's campaign, this year's initiative takes a playful turn, tapping into our growing reliance on AI for everyday answers to highlight an age-old truth—lasting oral health begins with healthy gums , a belief deeply rooted in Ayurveda . In the two digital films titled 'SOS' and 'Breath-checker', Himalaya stages a humorous "Conversation with AI" to bring gum health into everyday dialogue. Whether it's bleeding gums that trigger a dramatic AI intervention or a desperate breath check before a date, both films cut through the noise to reveal the common culprit—unhealthy gums. By marrying digital-first curiosity with Himalaya's trusted Ayurvedic formulations , the films drive home the simple truth that lasting oral health starts with gums, from fresher breath to firmer teeth. 'Oral health begins at the foundation—the gums—and at Himalaya, we're committed to addressing this essential but often overlooked aspect through the second edition of our #ItStartsWithGums campaign. This initiative goes beyond just raising awareness; it's about changing behavior, encouraging early action, and empowering consumers to take charge of their gum health through simple, preventive steps,' said Ragini Hariharan, marketing director, personal care and hygiene, Himalaya Wellness Company. 'To specifically target gum health, we've developed Himalaya Ayurveda Gum Care Toothpaste , a holistic Ayurvedic formulation featuring 13 time-tested herbs grounded in Danta Swasthya practices. This powerful blend not only removes plaque and fights gum-harmful bacteria but also helps tighten and strengthen gum tissue for long-lasting protection,' added Ponnappa K.B, brand manager-consumer products division at Himalaya Wellness Company. Sunitha Natarajan, director-digital strategy, Social Panga shared, 'This Gum Health Day marks Himalaya's return with our second oral health initiative, emphasising a crucial message: for good oral care, #ItStartsWithGums. This insight inspired our campaign, featuring two films that engage in conversations with AI, debunking myths and bringing gum care into everyday conversations. By blending traditional care with digital curiosity, we've created a relatable and impactful campaign that's hard to ignore.' Watch the videos here:
