How Vatika Naturals grew their multi-ethnic women consumer base through IWD activations

Vatika aimed to amplify women's voices with the #RootForMe campaign, transitioning from a South Asian brand to appeal to multi-ethnic women consumers, addressing workplace challenges and intersectionality issues.

The brand collaborated with stand-up artists like Shazia Mirza and Sikisa for a powerful portrayal of women's rights through wit, humor, and shared experiences, promoting meaningful discussions on International Women's Day.

Read at The Drum