Homegrown haircare brand &done has launched a new April Fool’s Day digital campaign that challenges the long-standing idea of “one-size-fits-all” haircare. Through a humorous and satirical film, the campaign highlights the importance of haircare solutions designed specifically for Indian consumers.
The campaign opens with a clown delivering a package covered in exaggerated claims about universal haircare products. What begins as a light-hearted narrative gradually shifts to question whether global haircare formulas can truly address the diverse needs of Indian hair.
Using satire, the campaign explores how factors such as climate, water quality, hair texture, and daily routines influence hair health. The clown serves as a symbolic character, encouraging viewers to reconsider conventional haircare messaging while engaging with the brand’s perspective on locally developed solutions.
According to the company, the initiative aims to encourage discussions around haircare products that are formulated with Indian conditions in mind rather than relying on universal formulations.
A spokesperson for &done said the campaign is intended to go beyond raising awareness by encouraging consumers to rethink how they choose haircare products.
“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,” the spokesperson said.
The campaign also reinforces the brand’s focus on developing locally rooted formulations tailored to Indian consumers while moving beyond global product templates.
Leveraging the playful theme of April Fool’s Day, the campaign transforms a familiar occasion into a broader conversation about personalized haircare and consumer expectations.
The campaign film is being rolled out across digital and social media platforms, where the brand aims to engage consumers in discussions about choosing haircare products suited to their individual needs.
