Hair care brand Arata has rolled out a new digital collaboration featuring comedian Samay Raina and veteran actor and television personality Archana Puran Singh, using sharp humour and pop-culture storytelling to cut through the clutter of the D2C space.
Conceptualised as a mock podcast conversation, the film opens with Raina engaging Singh in a rapid-fire exchange that builds into awkward pauses, playful interruptions and her instantly recognisable laugh. What begins as casual banter quickly spirals into an exaggerated on-screen meltdown, before being cleverly interrupted by a recurring visual cue Arata.in. From water glasses and serving trays to the Wi-Fi password, the brand name repeatedly surfaces, becoming impossible to ignore without a single traditional sales pitch.
Commenting on the collaboration, Arata co-founders Dhruv Bhasin and Dhruv Madhok said, “As a digital-first brand, we are constantly exploring formats that feel native to how audiences consume content today. This collaboration allowed us to work with voices that are deeply embedded in internet culture, while keeping the communication simple and direct. The focus was on building familiarity and recall, rather than delivering a conventional brand message.”
