MUMBAI: Nihar Naturals has launched its latest ad campaign with the theme- ‘Chhotte Kadam Pragati ki Aur‘.

It has been created by BBH India.

The campaign provides a platform to today‘s progressive women to take small steps to enable a brighter future for kids, the company said. The TVC highlights the latest initiative by Nihar Naturals, where every time a woman chooses to buy a bottle of Nihar Naturals, 2 per cent of all proceeds will be contributed to the cause of children‘s education in partnership with Cry India.

The TVC features Nihar Natural‘s brand ambassador Vidya balan.

BBH India managing partner Subhash Kamath said, "The conceptualisation of the new ‘Chhotte Kadam Pragati ki Aur‘ campaign was to further establish Nihar Naturals‘ role as a facilitator of women in India. The TVC shows that a simple step of changing your hair oil to Nihar Naturals leads to a small but meaningful contribution to society."

Marico EVP and head marketing -Consumer Product Business Sameer Satpathy said, "Nihar Naturals has always played the role of an enabler of progress for the women of India. With our new "Chhotte Kadam Pragati ki Aur" campaign, we‘re giving women across India the support to be part of something larger, where they use their choices to contribute to children‘s education. Nihar Naturals continues its efforts to empower women to partake in the progress of society at large."

The TVC depicts Vidya Balan as an everyday housewife who is doing her bit to support children‘s education in her community.

The concept suggest that while these women support their families with utmost dedication, Nihar Naturals is allowing them to be part of something larger as they use their choices to contribute to the cause of children‘s education. With this poignant campaign, Nihar Naturals reiterates the importance of empowerment of women in India, the brand said in a statement.