This International Women’s Day, Vatika Naturals, a flagship brand of House of Dabur, is leading an empowering initiative with the launch of their IWD2024 campaign, #ROOTFORME.

#ROOTFORME is a digital campaign launched in honor of International Women’s Day (2024) that addresses intersectionality in the workplace, which affects women of color and is exacerbated by race, ethnicity, religion, and several other issues. For many members of their target segment, this can be a significant barrier to career advancement and increase their vulnerability to workplace harassment and stereotyping.

This year, Vatika Naturals is setting out on a mission to transform from a generic hair care brand for South Asian women to the brand of choice for multi-ethnic audiences in the UK and the USA.

Redefining women’s empowerment this International Women’s Day, Vatika leads the conversation with humor to address workplace stereotypes and discrimination, through partnerships with leading stand-up comediennes like Shazia Mirza and Sikisa.

The two-week campaign will launch across Vatika’s social media channels on the 8th of March 2024 across the 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 March, to spark dialogue around workplace issues, stereotypes, and navigating these challenges.

Priyanka Dutta