Hogarth crafts Dove’s ‘Reborn Collective’ as a culture-first campaign

MUMBAI: Hogarth India has partnered with Dove to launch The Reborn Collective, the brand’s first long-format cultural platform, positioning strength as something forged through lived experience rather than polished perfection.

Rooted in Dove’s new Peptide Bond Strength haircare range, the campaign draws on the idea of hair being “reborn stronger” through bond repair using peptides. That product truth is expanded into a broader cultural metaphor inspired by kintsugi: the Japanese art of repairing broken objects with gold, where damage is acknowledged and transformed into strength.

Developed by Hogarth’s creative team, the platform translates Dove’s “reborn stronger” philosophy into a series of intimate, human-first conversations and collaborations. Anchored in repair rather than erasure, the collective brings together eight women whose personal journeys reflect resilience shaped over time: Neena Gupta, Sunita Rajwar, Zeenat Aman, Trinetra Haldar, Geeta Tandon, Rhea Chakraborty, Aditi Parmeshwaran and Baljeet Kaur.

The initiative unfolds through Reborn stronger: the podcast, featuring four candid episodes with members of the collective, and Reborn stronger: the anthem, Jugni: a musical ode to renewal composed by Sneha Khanwalkar, written by Anvita Dutt and sung by Afsana Khan and Raja Kumari. With rustic, desi and sufi influences, the anthem pushes the idea of rebirth beyond narrative into sound and emotion.

“Transformation is not about erasing the past, but embracing and repairing it,” said Hindustan Unilever vice president, hair care Sairam Subramanian. “The Reborn Collective captures the real, raw moments that shape who we become.”

Hogarth India beauty vertical head Sunetro Lahiri, said the campaign was a conscious move away from overt digitisation towards something more human, while Ishita Hora, vice president, client services at Hogarth Mumbai, described it as a rare opportunity to build a cultural platform grounded in truth rather than surface storytelling.

Designed to live across platforms and invite participation, The Reborn Collective opens the conversation to women nationwide, encouraging them to share their own moments of renewal, positioning rebirth not as a comeback, but as an ongoing, deeply personal process.