Nat Habit has launched a new digital-first campaign titled ‘#GoFlakeZero’ for its Anti-Dandruff Beracyl Shampoo, continuing the brand’s larger push toward scalp health-focused haircare rooted in modern Ayurveda and science-backed formulations.
The campaign builds on Nat Habit’s earlier ‘The End of the Dandruff Trade-Off’ positioning and takes a more concept-led storytelling approach to recurring dandruff, a concern the brand says continues to affect a large section of Indian consumers despite repeated use of conventional anti-dandruff products.
At the centre of the film is a relatable metaphor that imagines dandruff as an unwanted houseguest that simply refuses to leave, capturing the frustration of recurring flakes, itchiness, and scalp irritation that many consumers experience over time. The campaign attempts to shift the conversation away from short-term cosmetic fixes towards long-term scalp health and root-cause treatment.
The timing of the campaign also aligns with peak summer conditions across India, when scalp issues such as dandruff, excess oiliness, greasiness, and irritation tend to become more common due to humidity, pollution, sweat, stress, and increased sebum production. Nat Habit said the campaign aims to highlight dandruff as a recurring scalp health issue rather than just a cosmetic problem.
The film is currently live across Instagram, YouTube, and the brand’s digital platforms, with wider amplification planned over the coming weeks.
Commenting on the campaign, Swagatika Das, CEO & Co-founder at Nat Habit, said “The #GoFlakeZero digital-first brand film marks an important step in showcasing the power of modern Ayurveda, backed by strong R&D and science-led innovation, while staying true to our 100% natural roots. Through this campaign, we wanted to shift the conversation from short-term dandruff relief to long-term scalp health. Consumers have been conditioned to accept recurring dandruff as normal, without questioning why temporary fixes fail to solve the problem completely.”
Gaurav Agarwal, Co-Founder, Nat Habit, added “Consumers today are becoming far more aware of what recurring dandruff actually means. It’s no longer just about flakes on the shoulder, people are beginning to connect it with scalp health, oil balance, stress, even lifestyle habits. We wanted the film to reflect that evolving awareness while still keeping it entertaining and relatable.”
