Dabur Vatika Challenges the Language of Diminishment with #VatikaIAmMore Campaign
Kolkata, March 9: Dabur Vatika, a leader in natural hair care, has partnered with Havas Creative India to launch #VatikaIAmMore. The powerful new campaign identifies and challenges the subtle linguistic biases—specifically the word “just” and unnecessary gendered prefixes—that have long diminished women’s professional and personal achievements.
Across industries, women are frequently introduced through the lens of their gender rather than their merit: Female cricketer, Woman CEO, or Female actor. Furthermore, their successes are often qualified by the word “just”—just lucky, just emotional, or just a woman. #VatikaIAmMore seeks to strip away these qualifiers, reframing the narrative to celebrate the ambition, courage, and multifaceted identities of women.
At Vatika, we have always believed that a woman’s identity is deep and multi-dimensional. The #VatikaIAmMore campaign is our way of standing against the subtle boxes society tries to put women in. We want to spark a global conversation that moves beyond ‘just’—because a woman isn’t ‘just’ anything; she is a force of nature, a leader, and a creator. We are proud to provide a platform where women can celebrate their ‘more’.” Dabur India Limited Marketing Head- Hair Care Mr. Ankur Kumar said.
The campaign is centered around a poignant film that illustrates how language shapes perception. By showcasing how a single word can quietly undermine years of hard work, the film invites women to reclaim their identities and declare that they are far more than the labels imposed upon them.
“Language is a mirror of societal bias. Over the years, I’ve noticed how prefixes like ‘female’ or ‘woman’ quietly follow women’s achievements, shifting the focus from merit to gender. For too long, the word ‘just’ has been used as a tool to minimize the monumental impact women have across all walks of life,” said Anupama Ramaswamy, Chief Creative Officer and Managing Director, Havas Creative India. “With #VatikaIAmMore, we are questioning the instinct to prefix every achievement with gender, reminding the world that merit has no gender.”
Dabur Vatika is inviting women across the globe to join the conversation on social media by sharing their personal stories of what “more” means to them. By using the hashtag #VatikaIAmMore, the initiative aims to turn a marketing campaign into a collective anthem of individuality and resilience.
Campaign Link:https://www.youtube.com/watch?v=uWopd55C9U
