So we at Scarecrow M&C Saatchi came up with a very basic but insightful thought - that every woman would relate to.

Every girl/woman in todays day and age would want to live on her own terms. They wouldn't want to be told what to do and what not to.

Whether it is about what time she wakes up or what profession she chooses, everyone wants to live on their terms.

In the same way, women dont want to be told whether to remove hair from their bodies or not, neither they want to be told how to remove it.

So we took on this very insight and created a campaign - which encourages women to live on their terms -and even thought Nair being a hair removal brand - it doesnt enforce the women to remove their body hair. It only tells them that hey, we have various products that you could use the way you want, and when you want. And thereby live on your terms.