Marico introduced a 'miracle' product - a clinically proven, natural hair elixir that delayed greying from the roots.

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It is not a dye - but one that acts from the roots. Continued use virtually reverses time.

The packaging had to work hard to establish the new category, the new product promise and its believability as a hardworking botanical product.

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Today’s consumer wants absolute demystification – a clear articulation of product promise and its credentials. To amplify these, we named the brand True Roots - signifying change from the roots rather than a colour cover-up.

We delved in the world of botanicals and studied codes that could create the right balance between scientific and natural, while articulating the product promise.

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We used fine botanical illustrations to denote the detailed study of plants conducted to amplify the science behind this innovation. In addition, we built layers of infographics to encode quality and expertise of Marico that made the product so revolutionary.
 

The challenge with 'botanicals' is to tread a fine line between the world of naturals and that of high science. Understanding our consumers' need of a hard-working product with natural ingredients led to this space - subtly putting in cues of scientific functioning and natural extracts. - Surabhi Agarwal

Surbhi

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