Maharishi Ayurveda has launched its innovative campaign, #RightYourWrongs, featuring the talented National Award-winning actress Kalki Koechlin. In a bold and refreshing move, Koechlin takes on the role of a stand-up comic for the first time in a series of three digital video commercials (DVCs).
This campaign aims to make Ayurveda, a centuries-old Vedic science, more relatable and engaging for young Indians, particularly Gen-Z.
The #RightYourWrongs campaign leverages humor to capture the attention of today’s digital-savvy generation, who are frequently consuming content across platforms like Instagram and YouTube. As Ayurveda experiences a global resurgence, with health experts and influencers increasingly endorsing its holistic, root cause-based solutions, Maharishi Ayurveda is keen to highlight its benefits for the modern lifestyle.
For over four decades, Maharishi Ayurveda has been blending the ancient wisdom of Ayurveda with modern science to promote holistic health. With a strong presence in Europe, North America, and the Middle East, the brand is now focused on educating young Indians about the true power of Ayurveda. The #RightYourWrongs campaign is a key initiative in this effort, emphasizing the importance of oral health—a fundamental aspect of overall well-being in Ayurveda.
The DVCs, set to launch around the festive season, delve into the concept of saliva imbalance, a lesser-known issue that can lead to various dental problems such as tooth decay, gum disease, bad breath, and sensitivity. Left unaddressed, these issues can escalate into more serious health concerns over time. Through her comedic portrayal, Koechlin uncovers this intriguing concept, making it both accessible and memorable for the audience.
The campaign not only raises awareness about these common yet overlooked dental issues but also introduces a practical solution: Ayurdent toothpaste. This new product from Maharishi Ayurveda is formulated with 20 Ayurvedic herbs designed to cleanse, purify, and stimulate healthy saliva production, addressing the root causes of oral health problems.
Kalki Koechlin expressed her excitement about the campaign, saying, “Working on the Maharishi Ayurveda #RightYourWrongs campaign was a unique experience. The idea of discussing something as seemingly mundane as saliva in a comedic way was both bizarre and intriguing. I’ve never played a stand-up comic before, so this was a new challenge for me. More importantly, Ayurveda and a nature-based lifestyle have been transformative for me, and I believe in their power to heal and positively impact our lives.”
Rajat Wahi, Global D2C Business & Marketing Head at Maharishi Ayurveda, emphasized the campaign’s significance, stating, “The world is waking up to Ayurveda, though it’s a bit late. Unfortunately, many young Indians still don’t see Ayurveda as ‘cool.’ At Maharishi Ayurveda, we are committed to providing an authentic Ayurvedic experience globally and are working to establish a healthcare system that is relevant for today’s lifestyle. The #RightYourWrongs campaign is a step towards making Ayurveda more accessible and appealing to younger consumers.”
He further added, “We’re taking a more aggressive approach with our marketing, aiming to connect with younger audiences in a way that resonates with them. Kalki’s brilliant comic timing was the perfect fit for this campaign, allowing us to reach our target audience in a more engaging and impactful way.”
The DVCs were creatively developed by Soumitra Karnik, an independent creative consultant, and are set to be a significant milestone in Maharishi Ayurveda’s efforts to connect with young Indians and reintroduce them to the benefits of Ayurveda in a modern context.
Maharishi Ayurveda’s #RightYourWrongs campaign is now live across social media and video platforms, inviting viewers to discover the ancient wisdom of Ayurveda with a fresh, humorous twist.
