Leading D2C Hair Care Brand Arata Launches New Digital Film Featuring Samay Raina and Archana Puran Singh

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.