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Dabur Amla ropes in Swati Sachdev for #ChampiOn campaign

Created and conceptualised by Schbang, the campaign celebrates Raksha Bandhan in a fun-filled manner

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Champi is an age-old Indian practice of giving one a head massage with a copious amount of hair oil. However, over the years, it has become a tradition among family members more than a grooming practice. On the occasion of Raksha Bandhan, Dabur Amla focuses on the important moments of a sibling relationship shared over a champi.

Created and conceptualised by Schbang, the campaign has roped in Swati Sachdeva, a stand-up comic. The film captures the complex relationship between siblings, from keeping each other’s secrets to the constant witty banter between them.

The film told through Sachdev’s set is filled with humour and navigates her relationship with her brother through the moments they have shared over a champi, making him the #ChampiOn. 

Dabur Amla positions itself as the hair oil “jo kare rishton aur baloon dono ko mazboot” translating to “Strengthening hair and relationships”. 

Rohan Hukeri, Executive Vice-President - Integrated Solutions, said, “While we were conceptualising this campaign, the idea was to activate #StrongBond between siblings by including nostalgia, cultural nuances, rivalry, fun moments etc. But we wanted to do it in a unique way to appeal to the younger audience. Hence, the team came up with the idea of involving a stand-up comedian who would share these instances from her life. Since the core messaging was focused around ‘stronger roots’, it fitted well with the brand narrative as well as the brand proposition.”

Ankur Kumar, GM Marketing, Hair Care at Dabur, said, “Dabur Amla has been associated with beauty and has been known as the key behind strong, healthy and beautiful hair. Rakhi is a festival that celebrates the strong bond between brothers and sisters and this time, we at Dabur Amla wanted to celebrate it in a new and fun way. Keeping the same thought, we have made this film with Swati Sachdeva, she is someone who is an embodiment of the values of today's women. She is independent, fearless and opinionated and a self-made comedian who is viral on Youtube for her 'Love is Love' video.”

“The film is all about her relationship with her brother. Via the film we want to reinforce the message of opening up to your brother/sister this Raksha Bandhan over a champi and strengthening the bond you share with them. After all, ‘Dabur Amla banaye baalon aur rishton dono ko mazboot’,” he continued.

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