Nihar Naturals Introduces Bihar-Specific Campaign ‘Kaala Teeka’
New campaign presents a contemporary beauty language of ‘Khil-Khilate Nikhre-Saware Baal’ while celebrating the aspirations of Bihar’s women
Marico Limited has launched ‘Kaala Teeka’, Nihar Naturals’ first campaign created specifically for Bihar, as the brand strengthens its connection with consumers in the state.
Inspired by Bihar’s tradition of applying a kaala teeka as an expression of love, care and protection, the campaign explores the relationship between mothers and daughters, highlighting how maternal care can extend beyond hair nourishment to nurturing confidence and individuality.
According to the brand, Nihar Naturals is the No. 1 hair oil brand in Bihar, based on Nielsen Retail Audit Data MAT June 2026. The campaign positions the brand around the shared needs of mothers and daughters, combining the nourishment associated with coconut oil and methi with the aspiration for beautiful, free-flowing hair.
Developed around a playful and light-hearted narrative, the campaign introduces the expression ‘Poshan Bhare Khil-Khilate, Nikhre-Saware Baal’, offering a contemporary interpretation of nourished and beautiful hair that is designed to resonate with young women in Bihar.
The campaign was shaped by consumer research conducted across Bihar, which identified a changing perspective on hair care among young women. While mothers continue to oil their daughters’ hair as an expression of nourishment and care, daughters increasingly want hair that not only feels nourished but also looks beautiful, light and free-flowing.
Nihar Naturals aims to bridge these expectations by combining the nourishment trusted by mothers with the beauty aspirations of their daughters.
Speaking about the campaign, Vikram Karwal, Chief Marketing Officer, Marico Limited, said, “Bihar is one of Nihar Naturals’ most important markets, with strong household penetration and deep strategic significance for the brand. As consumers increasingly gravitate towards brands that understand their unique cultural contexts, aspirations and everyday realities, we see a significant opportunity to build deeper relevance through rooted storytelling. ‘Kaala Teeka’, our first-ever campaign created specifically for Bihar, is inspired by a cherished local tradition and reinterprets it through the lens of modern hair beauty. The campaign reflects our commitment to combining deep consumer understanding, cultural relevance and a compelling product proposition to build meaningful consumer connections and drive sustainable growth.”
Conceptualised by MYO, the campaign film will be released across traditional and digital platforms in Hindi and Bhojpuri. Nihar Naturals will also work with Bihar’s emerging creator ecosystem to extend the campaign across digital platforms and connect with younger consumers through locally relevant storytelling.
Speaking about the campaign, Deepa Geethakrishnan, Founder, MYO, said, “Today’s mother embraces her daughter’s desire to look beautiful and empowers her to express it with confidence, nurturing their confidence, honouring their individuality, and shaping their strength so they step into the world as their brightest, boldest, and most authentic selves.”
Through ‘Kaala Teeka’, Nihar Naturals aims to strengthen its cultural relevance in Bihar, deepen consumer engagement and support sustained growth in one of its key markets.
Agency: MYO
Creative: Deepa Geethakrishnan, Ankush Pandey
Strategy: Shalini Degan, Deepa Geethakrishnan
