Mehendi is such an integral part of India's cultural fabric and our campaigns for Kaveri have been centered around this knowledge. Velnik, Kaveri's parent company, has been the largest player to have organized henna into a brand; the product is still relevant in the contemporary landscape and beloved across the nation.
With our first campaign for Kaveri, the goal was launching henna cones in the southern market. This could be accomplished with a brand ambassador that exercised a pan-India influence. Tamannah Bhatia was straddling two worlds - Hindi and South cinema - making her the natural choice for our campaign.
The application of mehendi was a logistical hurdle we had to overcome. If Tamannah actually put on henna in the ad film, the process would consume hours. Moreover, the color would last for weeks, coming in the way of other shoot commitments. We had a single day to complete the shoot and every moment was precious. Therefore, the script featured Tammanah as a bridesmaid, not the bride to whom we actually applied henna.
The same was implemented for the latest second campaign with Indian TV's favorite Rupali Ganguly who essayed the role of the bride's aunt. If Tammanah Bhatia expanded the market horizons of Kaveri, Rupali Ganguly gave the brand a further boost on account of her television character's national appeal. ('Anupamaa' resonated quite a bit with the female TG of the product!)