Indulekha Hair Care
Social media design for Indulekha's community-led digital campaign, one of India's most distinguished Ayurvedic hair care brands, built around empathy and women's wellness.
Visual Identity
Campaign
Project Snapshot
Role: Social Media Designer, Ogilvy Mumbai
Scope: Digital campaign design across social media: static posts, stories and reels
Team: Positioning developed with Ogilvy's copywriters and social media strategists, myself included. Visual design for social owned end to end by me.
Client: Indulekha, via Ogilvy
Brief
Indulekha wanted its digital presence to move beyond traditional product-led content. Working with Ogilvy's copy and social strategy team, we shaped a positioning built on community and empathy, using authentic influencer partnerships as its foundation. My job was translating that positioning into the visual system across every social touchpoint: static posts, stories and reels covers.
Approach
Every leaf and plant motif across the grid, photographed, came from Indulekha's actual ingredients: bhringraj, amla, svetakutaja. Product photography came from the client; I built the surrounding world, the leaves, the palette, the badge, so the bottle read as considered. Headlines ran in Benguiat, body copy in Poppins, so the display type carried the warmth and the copy stayed practical.
The strategy ran on six content buckets: Be Hair Aware, Rooted in Ayurveda, Shower Thoughts, Trust in Ayurveda, Uprooting Myths, Wellness Weekends. Be Hair Aware led with a bold, dark green problem-solution format. Rooted in Ayurveda rotated through the formula's real ingredients, bhringraj, amla, svetakutaja, each leaf photographed from the actual plant. The other four sat on a warmer cream palette, told apart by their own motif: steam for Shower Thoughts, a leaf border for Trust in Ayurveda, a leaf wreath for Uprooting Myths, wood grain for Wellness Weekends. A follower could read the topic before a single word.
A gold badge appeared on select posts, clinically proven on some, the bucket's own mark on others, sitting inside the layout as its own visual anchor.
Outcome
A suite of digital campaign creatives across static posts, stories and reels covers, holding one visual system across dozens of pieces of unpredictable, influencer-supplied content.
