Of strengthening relationships and hair too with Dabur Amla

Created and conceptualised by Ogilvy & Mather, the latest campaign consciously moves away from the functional benefits of hair oil to an emotional space

BestMediaInfo Bureau | Mumbai | August 4, 2015

Click on the image to watch the TVC.

Dabur Amla Hair Oil, a heritage brand from Dabur India, has rolled out another commercial that is part of their campaign that talks about strengthening relationships. The TVC has been conceptualised by Ogilvy & Mather, Gurgaon.

In its latest campaign, Dabur Amla Hair Oil consciously moves away from the functional benefits of 'ghane, kale lambe baal' to an emotional space, compared to most players in the hair care category who are in the area of problem-solution or styling.

The campaign began with a TVC about Priyanka Chopra and her mother solving their differences over a Dabur Amla massage (champi). The new ad takes this further. A five-5 year old girl feels neglected or ignored by her grandmother because she is a girl. The mother intervenes and over an Amla massage very tenderly makes the girl realise how she's really special, perhaps even more than her brother.

The thought put simply is – 'Dabur Amla – strengthening relationships and hair too'. The product sets the context for endearing conversations between mothers and daughters, setting the stage for deeper meaningful exchanges, bonding and empowering relationships. It doesn't intrude, doesn't sell. Amla simply enables. It forms a lubricant that soothes and eases out tensions/ problems.

Ajay Gahlaut

Ajay Gahlaut, Executive Creative Director, Ogilvy & Mather, commented, “This is a truly brave and engaging step taken by Dabur Amla. I think it's one of the few brands that has the stature and presence to move away from the functional space. We hope to make Amla time a special time for all mothers and daughters to connect.”

Rajat Nanda, DGM, Dabur Hair Oils, added here, “Dabur Amla with its 75 years of heritage has a special place in a consumer's life. It is a connection that has been forged across generations. To a consumer, Dabur Amla is more than just a hair oil as it is a brand that has been part of some special close moments in his/ her life. This new campaign from Dabur Amla talks about the special bond between mother and daughter, thus further strengthening the fact that a massage with Dabur Amla doesn't just make hair strong and beautiful, it makes relationships stronger too.”

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.

The TVC:

https://img-cdn.thepublive.com/filters:format(webp)/

Credits:

Client: Dabur India

Creative agency: Ogilvy & Mather, Gurgaon

Creative Head: Ajay Gahlaut

Creative Team: Divya Bhatia, Vimal Singh, Aastha Gandhi, Rajat Agarwal

Planning Team: Sarabpreet Bedi, Saumya Baijal

Branch Head: Kapil Arora

Account Management: Jigisha Chawla, Nitika Bhandari, Rajat Arora, Antara Mitra

Producer: Shampa – QED Films

Director: Anand Iyer – QED Films

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