In a world where fairness is equated with beauty, a brand like Himalaya Wellness Company is taking a path less traveled by launching its #NotFair campaign, encouraging a tolerant and inclusive definition of beauty. Himalaya recently launched the campaign #NotFair in collaboration with Royal Challengers Bangalore (RCB) team in Women's Premier League (WPL).

In conversation with exchange4media, Rajesh Krishnamurthy, Business Director of the Consumer Products Division of the 93-year-old company, talks about the inspiration behind the campaign, how Himalaya has an edge over other brands and how it is making use of conventional and digital media to increase brand visibility.

What is the inspiration behind the #NotFair campaign?

Himalaya’s recent #NotFair campaign sent a strong message that questioned ingrained prejudices and preconceptions, and encouraged a more tolerant and inclusive definition of beauty. In keeping with Himalaya’s core ideals of natural and holistic well-being, it was an effort to create a positive social impact and promote a healthier attitude towards body image.

The campaign aimed to promote inclusivity and encourage people to embrace their natural skin tone, rather than feeling pressured to conform to societal beauty standards. It was also to promote self-love by appreciating the individuality of every beauty, irrespective of skin color.

Through the #NotFair campaign, we sought to empower individuals and encourage them to celebrate their unique beauty. The campaign resonated with many people, especially younger generations, who are more vocal about issues related to body image and self-esteem. By addressing a significant social issue and promoting inclusivity and self-acceptance, we feel proud that Himalaya Wellness is reinforcing its position as a socially responsible brand.

How was it collaborating with RCB in the Women's Premier League? What led to this collaboration?

The Himalaya Rose Face Wash launch was supported by the #NotFair campaign that was done in collaboration with the Royal Challengers Bangalore (RCB) team in the Women's IPL. During the first two days of the match, RCB players were seen sporting #NotFair on their headgear, which sparked curiosity among viewers. Following that, the headgear had the message “Himalaya Rose, Beauty is not equal to Color,” which ignited a discussion about the importance of embracing every skin color and every face. This reveal was planned on International Women's Day (March 8th), which also marked the official launch of the product – Himalaya Rose Face Wash.

The Women's IPL is a significant step towards promoting gender equality in India, and BCCI's efforts towards women's empowerment are commendable. Through this collaboration, our aim was to reach a diverse audience and reiterate the importance of self-acceptance.

The collaboration with RCB has helped Himalaya Wellness Company connect with the target audience. It provided a platform to engage with sports enthusiasts and build brand loyalty through shared values and interests.

BCCI has emerged as the leading advocate for women's rights in India by equalizing match fees and launching the first WPL. We, therefore, believed that WPL would be the best platform to bring everyone’s attention to this issue, and that RCB would be the best partner for this project. We are sure that having a connection to the prestigious Royal Challengers Bangalore would help us establish stronger relationships with our target audience and promote brand loyalty.

Himalaya is a trusted brand, and it is wonderful that your campaign #NotFair talks about inclusivity and aims to debunk beauty myths. But the brand also has face washes and creams which are meant for brightening and whitening complexion. Don’t you think it's contradictory to your campaign?

We believe in promoting inclusive beauty and debunking beauty myths that are perpetuated by the beauty industry. Our campaign #NotFair aims to challenge the societal pressures around fair skin and promote the idea that all skin colors are beautiful. At Himalaya, we stand by our commitment to promote inclusive beauty and reinforce our vision of spreading “Wellness in every Home, and Happiness in every Heart.”

Global market has been shaky the last one year. How has that impacted your advertising and media mix?

We have always believed in using the appropriate media mix to connect with our target audience. We employ both traditional and digital media to increase our impact and reach. We used a variety of media for our most recent campaign, #NotFair, to promote our affiliation with the Royal Challengers Bangalore Women's IPL squad to maximize awareness and engagement. We employed a combination of user-generated content and video content on popular digital and social media platforms as our primary means of marketing the campaign.

To reach a larger audience and increase brand visibility, we also made use of conventional media, including television, print, and outdoor advertising.

Himalaya Wellness recently also launched Ashwagandha campaign to minimize stress in daily life. There are other brands like Kapiva, Patanjali and other players which are also luring consumers towards their own Ashwagandha products. How does your brand have an edge over the others?

Himalaya Wellness Company is committed to promoting natural healthcare solutions that help individuals lead healthier and happier lives. The company's products are developed using natural active ingredients and are designed to be safe, effective, and affordable. Today, with a history spanning over nine decades in herbal research, Himalaya has positioned itself as a brand that cares about enriching people’s lives. With a “head-to-heel” range of consumer products and healthcare solutions, Himalaya aims to provide a holistic solution to everyday ailments.

During Covid, the market for wellness products witnessed a boom. Is the demand still the same or more or it has gone back to pre-Covid times?

Consumer behavior is constantly changing when it comes to skincare and wellness products. During the pandemic, there was a surge in demand for health and wellness products, as people became more conscious of their health and well-being.

As one of India’s leading wellness brands, we have been paying close attention to how consumer behaviour is changing. We noticed a sincere shift in the buying and thinking habits of our customers. This gave us an opportunity to stay at the forefront of evolving trends and aligning the products with the changing needs and preferences of our customers. Prioritizing clean ingredients, sustainability, and wellness are all key factors in the beauty and wellness industry, and customers are increasingly seeking out products that reflect these values.

Customers are turning to natural and ayurvedic products since they are free of dangerous chemicals. They are becoming more conscious of the environmental impact of the products they use. As a result, there is a rising market for ethically and responsibly made, environmentally friendly, and sustainable products.