MUMBAI: It’s time to let those curls run wild. Dove India has launched Reclaim Your Curls, a new campaign featuring actor Taapsee Pannu that celebrates the power, pride, and individuality of curly-haired women across the country. The initiative encourages women to wear their curls with confidence rather than feeling pressured to tame them.
The campaign film spotlights Taapsee sharing her personal journey of embracing her natural curls, highlighting individuality, self-acceptance, and breaking free from outdated beauty norms. She said, “Curls have a personality of their own. Once you learn to embrace them, they become your strength. Be patient with your curls and let them shine.”
Dove invites women nationwide to share their own curl stories, from morning routines to ditching the straightener, amplifying voices that celebrate the beauty of natural hair. The brand aims to turn self-expression into a movement, reminding women that beauty should empower, not restrict.
Unilever vice president – hair care Sairam Subramanian added, “Taapsee is the perfect voice for this campaign: bold, honest, and real. We want to give curls the love they have long deserved.”
With Reclaim Your Curls, Dove continues its legacy of challenging beauty norms and championing inclusivity, one curl at a time.
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