For International Women’s Day 2024 (IWD2024), South Asian hair care brand, Vatika Naturals, champions diversity through their #RootForMe campaign, featuring an all-female comedy lineup.

#ROOTFORME addresses intersectionality in the workplace which affects women of colour, compounded by race, ethnicity, religion and several other issues which can pose as a major roadblock for career advancement and also lead to workplace harassment and stereotyping.  

Redefining women’s empowerment this International Women’s Day, Vatika leads the conversation with humour to address workplace stereotypes and discrimination, through partnerships with leading stand-up comediennes like Shazia Mirza and Sikisa, who each share their own stories about stereotypes they have faced in their own lives and careers.

In celebration of the campaign launch, Zakir Mansoori, Business Head of Dabur International UK, stated:

Vatika Naturals has been bringing bespoke hair care solutions to multi-ethnic audiences around the World for over 35 years and the brand has been garnering a lot of love from our loyal base of customers. Earlier this year we launched our Afro Naturals range especially for women with textured hair, and there is lots to look forward to from Vatika, as we embark on this journey to make the brand relevant to a wider audience, which would include new product launches and newer formulations for different hair types.” 

Roshni Singh, Group Marketing Manager UK EU and Americas stated:

“Vatika Naturals is not just a hair care brand but a custodian of values which champion diversity, differences, and uniqueness especially amongst women. With the #ROOTFORME campaign, Vatika endeavours to further strengthen its stand towards being inclusive and diverse.” #RootForMe is a call to action for individuals to stand together and dismantle barriers preventing equality for women and specifically women of colour. Vatika is always challenging the status quo or stereotypes that hinder the growth of an individual.” 

The two-week campaign will launch across Vatika’s social media channels on the 8th of March 2024 across UK and the USA. To amplify the message, the brand will be seen at iconic landmarks like Times Square, New York city and the London Underground in the month of March, with the aim of sparking dialogue around workplace issues, stereotypes, and navigating these challenges.

Through the campaign, Vatika Naturals is also embarking on a journey to go from a household haircare brand for South Asian women, to reach multi-ethnic audiences across the UK and the USA.