In a category of “one-size-fits-all,” homegrown haircare brand &done has chosen April Fool’s Day to call the bluff.
With a satirical digital film at its core, the campaign opens on a bizarre yet striking visual, a clown delivering a package stamped with exaggerated global haircare claims. What feels like a playful prank quickly unfolds into a pointed critique of the industry’s obsession with universal solutions.
The film leans into humour, but its message lands with precision. It challenges the idea that a single formulation can cater to a country as diverse as India, where climate, water quality, hair textures, and daily routines vary drastically across regions and individuals.
“We wanted to do more than just start a conversation; we wanted to spark a movement,” said a spokesperson from &done. “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.”
