Mumbai, India, April 2026: This April Fool’s Day, &done is shaking up the beauty industry with a bold campaign that transforms humour into a catalyst for change. The homegrown brand is challenging the age-old myth of ‘universal’ haircare, shining a spotlight on the need for truly tailored solutions, and doing it in a way that’s as entertaining as it is eye-opening.
At the heart of this trailblazing campaign is a satirical digital film that takes viewers on an unexpected journey. The film’s opening scene, a clown delivering a package plastered with over-the-top global haircare claims, sets the tone for a clever and original narrative. What starts as pure fun quickly morphs into a powerful revelation.
With razor-sharp wit, the campaign turns the ‘universal solution’ narrative on its head, spotlighting how climate, water quality, texture diversity, and daily routines all shape the story of Indian hair. The playful clown becomes an unforgettable symbol of this creative rebellion, prompting audiences to laugh, rethink, and join a movement that’s long overdue.
“We wanted to do more than just start a conversation; we wanted to spark a movement,” said a spokesperson from &done. “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 campaign, &done is doubling down on its commitment to groundbreaking, locally rooted formulations, solutions that move beyond global templates, and set a new standard for Indian haircare.
By harnessing the playful spirit of April Fool’s Day, &done transforms what could be a simple prank into a bold wake-up call, reminding Indian consumers that it’s time to rethink the stories we’ve been told about haircare and the long been offered ‘one-size-fits-all’ products that simply don’t meet their real needs.
The campaign film will be rolled out across digital and social media platforms, inviting consumers to join the conversation around what truly works for their hair.
