National, 4 February India: Leading hair care brand Arata’s latest collaboration blends sharp humour, pop-culture and disruptive storytelling featuring comedian Samay Raina and veteran actor and television personality Archana Puran Singh. The reel is now live on Instagram, breaking the clutter in the D2C landscape through content-led marketing.
Set in the format of a mock podcast conversation, the film opens with Samay Raina playfully engaging Archana Puran Singh in a rapid-fire exchange that escalates into trademark humour, awkward silences, and her iconic laugh. What begins as a casual banter quickly turns into an exaggerated meltdown only to be cleverly hijacked by the appearance of one phrase: Arata.in. From water glasses and trays to the WiFi password, the brand name becomes impossible to ignore, driving home the message with comedic exaggeration rather than a traditional product pitch.
In a joint statement, co-founders Dhruv Bhasin and Dhruv Madhok shared that, “As a digital-first brand, we are constantly exploring formats that feel native to how audiences consume content today. This collaboration allowed us to collaborate with voices that are deeply embedded in internet culture, while keeping the communication simple and direct. The focus was on building familiarity and recall, rather than delivering a conventional brand message.”
The release is part of Arata’s broader push to deepen digital engagement and reinforce top-of-mind recall among younger, internet-native consumers. By collaborating with personalities who have a strong cultural footprint and loyal fanbases, Arata continues to blur the lines between entertainment and advertising, proving that sometimes, laughter is the strongest hook of all.
About Arata:
Founded in 2019 by Dhruv Bhasin and Dhruv Madhok, Arata is built on a clear belief: science is the ultimate influencer, not trends, not buzzwords, not twelve-step routines.
What began with a flaxseed hair gel, created to prove that real performance doesn’t require artificial shortcuts, became the blueprint for the brand. Today, Arata engineers hair care powered by bioscience innovation, advanced material research, and transparent formulation.
Every product is developed through rigorous lab work that measures, tests, proves, and improves, translating biological insight into real results. Designed to work where it matters most – the scalp, follicles, and the mechanisms that govern hair growth, strength, and longevity. Arata builds solutions meant to last.
No quick fixes. No borrowed claims. Good science for great hair. 100% lab work. 0% guesswork. Measured, tested, and perfected in the lab.
YouTube Link – https://youtube.com/shorts/GLf3IR-4EHo?si=wXKXxnx4NnjwYlAu
Instagram Link – https://www.instagram.com/p/DUTIJ9WkZbe/
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