HoliRoots
Meet Avantika, the Goddess of Great Hair
Ancient traditions meet modern beauty with our new campaign featuring actress Avantika Vandanapu. Together, we’re paying tribute to Indian heritage, redefining beauty standards, embracing free-flowing hair, and the joyful rituals around haircare. Here’s a special behind-the-scenes look at our collaboration with Avantika.
The inspiration
Inspired by renowned artist Raja Ravi Varma’s iconic painting, ‘Urvashi and Pururavas,’ it depicts Urvashi, heaven's most beautiful apsara (Hindu’s celestial spirits), and King Pururavas who falls in love with her. The legend tells that she agrees to marry him on two conditions, but when fate cruelly tricks him into breaking both, she flies back to heaven, choosing the promises she made to herself over him.
In Avantika, we found our own modern apsara, the goddess of great hair whose beauty knows no bounds.
Our mane muse, Avantika
Not only does the Mean Girls and Senior Year star have the most beautiful mane, but she’s also a champion of inclusivity and diversity, and her passion for celebrating her South Asian heritage aligns perfectly with our mission at Fable & Mane to embrace your roots. Together, we want to celebrate resilience, beauty, and the strength of women, showcasing that true beauty transcends boundaries and stereotypes.
“I chose to be part of Fable & Mane's HoliRoots campaign because it celebrates the beauty and strength found in our cultural heritage. As someone who has faced stereotypes and challenges, I’m passionate about promoting inclusivity and diversity in the beauty industry. Fable & Mane's commitment to holistic, natural haircare and its mission to reclaim narratives resonated deeply with me. Together, we aim to inspire others to embrace their unique beauty and take pride in their roots." – Avantika Vandanapu
Avantika's wildly gorgeous hair is a testament to the magic of our transformative HoliRoots Hair Oil.
The HoliRoots Hair Oil
Our award-winning pre-wash hair and scalp oil transforms hair by strengthening roots, hydrating strands, reducing frizz and breakage, and promoting overall scalp health. With its potent plant-based Ayurvedic ingredients such as ashwagandha and dashmool, the lightweight oil is formulated for all hair and scalp types, and is best used with a champi (Indian head massage) for a healthy mane and happy mind.
Unleash your inner goddess like Avantika with the HoliRoots Hair Oil.
_
CAMPAIGN CREDITS
Creative Director & Creative Agency: Anita Chhiba / Diet Paratha: @achhib @diet_paratha
Set/Photo/Video/Painting: @thetogfather
Stylist: Katie Qian @katieqian
Style Assist: Amber Rana @amberranastudios
Avantika Hair: Davey Matthew @daveydidmyhair
MUA: Robert Bryan @robertti
Nails: @nailsbymamie
Model: @shaminderbiring
Model Hair: @stylebysergio
Edit/Sound: @studioalexplex
Tiger & Vine Animation: @grizzlelondon
Producer: @leahmaraproductions
