Hair colour brand Vasmol has launched a Pongal-focused digital campaign in Tamil Nadu centred on the relationship between mothers and daughters. The initiative highlights how different generations within the same family use different products from the brand’s portfolio to meet their individual needs.
The campaign was rolled out through collaborations with Tamil digital creators Pranika, Sai Rithu, Preetha Suresh, Divya Gowri, Caroline Joel and Reshma Reshu. The content featured home-based scenarios around Pongal preparations, showing everyday interactions between mothers and daughters.
In the films, mothers are shown using Super Vasmol 33 Coconut Oil Kesh Kala, a coconut oil-based kesh kala with amla, hibiscus and almond, positioned as providing nourishment and black hair colour. Daughters are shown opting for Vasmol Heena Shampoo Hair Colour, a recently launched product formulated with heena along with amla, hibiscus and aloe vera. The product is positioned as a quick hair colour applied like a shampoo and washed off after five minutes.
The campaign content focused on how the same brand is used across generations while addressing different preferences within families.
Commenting on the initiative, Priyancka Puri, Senior Vice President - Marketing, Hygienic Research Institute Pvt. Ltd., said, “As a legacy brand, Vasmol has always been part of how Indian families prepare for and celebrate important moments. Pongal gave us a natural opportunity to connect with families, especially mothers and daughters, by showing how different generations choose products that suit their needs while placing their trust in the same brand. This initiative reflects how we continue to stay relevant by integrating meaningfully into cultural moments that matter.”
The campaign reiterates Vasmol’s brand message, 'Surakshit kaale mere baal, Vasmol ne kiya kamaal.'
