Nihar Shanti Amla has launched ‘Shanti Se Poocho’, an AI-led brand initiative designed to support women as they navigate everyday questions, choices and life decisions.
At the centre of the initiative is ‘Shanti’, a digital companion positioned as a trusted friend and confidante. The AI experience is designed to offer guidance, reassurance and perspective, creating a judgement-free space where women can seek support.
Built around the insight that women often turn to people they trust for advice, Shanti uses consumer psychographics and behavioural insights to enable warmer, more personalised conversations. The experience covers topics including education, entrepreneurship and haircare, extending beyond the conventional chatbot format.
Speaking about the campaign Vikram Karwal, Chief Marketing Officer – India, Marico Limited, said, “For generations, Nihar Shanti Amla has earned the trust of women by being a dependable part of their everyday lives. ‘Shanti Se Poocho is a natural extension of that legacy, reimagining the role of the brand from a hair care solution to a trusted companion that women can turn to for guidance, reassurance, and everyday support. By combining AI with deep consumer understanding, we are reimagining how the brand can create a more personal and meaningful relationship with consumers to strengthen trust, deepen affinity, and bring our brand purpose to life.”
The initiative also introduces the ‘Shanti Se Poocho’ WhatsApp bot, allowing consumers to access the experience through a familiar digital platform. Consumers can search for ‘Shanti Se Poocho’ on Google or message 9004002080 on WhatsApp to begin interacting with Shanti.
With the initiative, Nihar Shanti Amla aims to extend its role beyond haircare by using AI to address a broader, human need for guidance and reassurance. The brand sees the digital companion as a way to help women approach everyday dilemmas and larger life choices with greater confidence and clarity.
