&done has launched a bold April Fool’s Day campaign aimed at redefining how consumers perceive haircare. The initiative questions the long-standing belief in ‘one-size-fits-all’ solutions, advocating instead for personalised approaches tailored to Indian hair diversity.
At the core of the campaign is a satirical digital film that uses humour to deliver a deeper message. The narrative opens with a clown presenting exaggerated global haircare claims, setting a playful yet thought-provoking tone. As the story unfolds, the film shifts from light-hearted storytelling to a compelling critique of generic haircare solutions.
Through sharp storytelling, the campaign highlights how factors such as climate, water quality, hair texture, and daily routines influence individual hair needs. The clown character serves as a symbolic representation of the industry’s exaggerated promises, encouraging audiences to question conventional narratives.
A spokesperson from the brand stated, “We wanted to do more than just start a conversation; we wanted to spark a movement. India’s incredible diversity, from climate and culture to every strand of hair, deserves products that aren’t just adapted, but invented for us. This campaign is our way of celebrating what makes Indian hair unique and inviting everyone to demand more from their haircare.”
With this initiative, &done reinforces its commitment to developing locally relevant formulations that move beyond global templates. The campaign leverages the spirit of April Fool’s Day to transform humour into a meaningful industry dialogue.
The digital film will be rolled out across social and digital platforms, inviting consumers to rethink conventional haircare choices and engage in conversations around personalised solutions.
