Kolkata, 12 February 2026: Marico Limited, one of India’s leading FMCG companies, has unveiled Nihar Naturals Hair Oil’s latest original music track as part of its new vibrant digital campaign, “Fit Chul, Hit Chul.” Deeply inspired by West Bengal’s rich musical heritage, the campaign positions Nihar Naturals at the intersection of culture, self-expression, movement and modern haircare. The campaign celebrates the allure of thick, healthy hair through the universal language of music, making hair fitness both fun and aspirational. As the no. 1 hair oil brand in the East*, Nihar Naturals continues to champion confidence and style for today’s consumers.
The track features West Bengal’s talented music creators Mrinmay MS and Shreya Basu, whose voices and creative energy bring the composition to life. Popular influencers across West Bengal will amplify the movement to drive user-generated content, along with celebrity brand ambassador Rukmini Maitra, creating broader awareness. With its upbeat rhythm and catchy hook, the song delivers the message in a format designed for reels, stories, and short-form video platforms. Encouraging audiences to groove to the beats and celebrate their healthy hair, the campaign gives everyone a chance to become a part of the movement.
Speaking about this campaign rooted in West Bengal’s creative legacy, Vikram Karwal, CMO, Marico Limited said, “In West Bengal, music has always been a form of expression, emotion and strength. With the launch of ‘Fit Chul, Hit Chul’, we’re translating our hair fitness proposition into a cultural nuance that resonates deeply with our consumers. Composed by local gems of Bengal, this track is not just a campaign, it’s a movement. It reinforces our belief that strong, healthy hair is built through daily care, consistency and confidence, and what better way to tell that story than through a medium that Bengal lives and breathes.”
Link to the song: Click here.
Conceptualized by Tonic Worldwide, the campaign is grounded in a pivotal insight: Today’s consumers, particularly Gen Z, do not merely purchase products or brands; they invest in worlds, identities, and a sense of belonging. People align with brands that resonate with their self-identity.
Speaking about the campaign Unmisha Bhatt, Co-founder & Chief Strategy Officer, Tonic Worldwide said, “We set out to translate ‘Hair Fitness’ into something that truly speaks to young adults in Bengal. Knowing the region’s deep passion and love for music, we saw an opportunity to turn strong, healthy hair from a functional benefit into social currency. By creating a digital first song with regional creators that resonates culturally, we’ve positioned Nihar Naturals not just as part of daily haircare routines, but as a brand that fuels content creation and self-expression among this audience.”
Nihar Naturals recently launched its new beauty range across general trade outlets and modern trade retail stores across West Bengal. With three new variants – Coconut Rosemary Hair Oil, Coconut Almond Hair Oil, and Coconut Aloe Vera Hair Oil – each blends contemporary ingredients with the brand’s rich heritage to deliver a refined sensorial experience for the modern hair care needs.
