#WhatsYourFlavour.
Dabur launched its Vatika Fruitamins hair masks, three flavours named like smoothies, on TikTok with a song built on Craig David's 2002 hit 'What's Your Flava?'.
- Brand
- Vatika (Dabur Arabia)
- Agency
- LPS
- Market
- Saudi Arabia, UAE
- Region
- GCC
The challenge
Music drives returns on TikTok, the SMARTIES case film argues, and when Dabur decided to launch its Vatika Fruitamins hair masks there, in three smoothie-like flavours, LPS looked for a song that would do them justice.
The idea
LPS took Craig David's 2002 hit 'What's Your Flava?', created a song from it and gave it a regional 'flava' for the three masks, Very Berry Smoothie, Power Green Smoothie and Yoghurt Blast Smoothie, then worked with creators big and small to spread it under #WhatsYourFlavour, alongside the brand's own @vatika.arabia account (case film).
Results
- Traffic up 16% and sales up 30%, according to the SMARTIES case film, which also says Fruitamins became one of the top 20 products on Amazon
- 12.7 million views for the campaign on TikTok, by the same film
Case study source: MMA SMARTIES KSA Source ↗
Awards
- MMA Smarties KSA 2025KSA - Small Budget, Big ImpactGold
- MMA SMARTIES MEA 2025: Gold in Small Budget, Big Impact
