The challenge
Hair care advertising normally celebrates hair. Cancer treatment can challenge confidence and the social idea of beauty.
The human insight
A brand can create attention by challenging its own category convention with empathy.
How the mechanic worked
The film centres a woman returning to daily life after cancer treatment and uses family and colleagues to affirm her identity beyond hair.
How people participated
The campaign invited survivor stories and public response around inner strength and beauty.
See the original campaign
What Praava should learn
A culturally meaningful symbol and a real story can outperform generic awareness visuals.
What Praava will not copy
Do not copy the beauty metaphor or survivor execution. Use Praava relevant family and conversation symbols.