To disrupt the beauty and self-care space on TikTok is always a challenge. Classic songs tend to find a new lease of life on TikTok. We matched the attributes of Dabur Vatika Fruitamins – a smoothie-like hair mask – with the lyrics of Craig David’s classic, “What’s Your Flava” and set off a chain reaction that launched the brand with maximum impact. We set ourselves a target to garner more views than the original track.