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Dabur Amla highlights oiling ritual as an emotional need

The campaign, featuring Priyanka Chopra, has been conceptualised by Ogilvy & Mather and highlights the need to strengthen bonds in these rushed times

BestMediaInfo Bureau | Mumbai | April 21, 2015

Dabur-Amla-TVC Click on the image to watch the TVC.

Dabur Amla Hair Oil has rolled out a new campaign that focuses on hair oiling ritual as an emotional need rather than a functional one. Featuring brand ambassador Priyanka Chopra, the new campaign has been conceptualised by Ogilvy & Mather, Gurgaon.

In the latest campaign, the endorser (Priyanka Chopra), who is upset with her mother, resolves her issue while her mother oils her hair. The insight was simple. In this age where everything is rushed for time, relationships are the one thing that lose out. It’s the act of oiling the hair that provides the alone time between mothers and daughters to talk and open up, resulting in building bonds and mending relationships. The thought put simply is, ‘Dabur Amla - Rishton ki gaanthe khole’.

Rajat Nanda, Category Head, Dabur Hair Oils, said, “With a diverse portfolio of oils, we intend to make oiling relevant to consumers across all ages and SECs. Dabur Amla, being the heritage brand and the leader, speaks the language of the leader in this campaign to rejuvenate the oiling habit in consumer’s life.”

“So, beyond making hair stronger, the brand connects itself with the consumer at an emotional level of making relationships stronger by opening the knots in their relationship. This need not be limited to only a mother-daughter relationship, but make any relationship beautiful during oiling,” he added.

Ajay Gahlaut Ajay Gahlaut

Commenting on the campaign, Ajay Gahlaut, Executive Creative Director, Ogilvy & Mather, said, “The hair oiling routine has always been mother-daughter time. Since Dabur Amla has been around for generations, it has been at the centre of these heart-to-hearts between mothers and daughters. These slice-of-life conversations are what we have captured in our films.”

The TVC:



Client: Dabur India

Creative Agency: Ogilvy & Mather, Gurgaon

Creative Team: Ajay Gahlaut, Divya Bhatia, Vimal Singh

Planning team: Sarabpreet Bedi, Saumya Baijal

Client servicing: Jigisha Chawla, Nitika Bhandari, Rajat Arora, Antara Mitra


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