Dabur Amla strengthens a mother-daughter bond, owns hair-oiling ritual

Watch the ad film conceptualised by Ogilvy and Mather here

Aug 04, 2015 08:58:00 AM | Video | Campaign India Team Share - Share to Facebook

Dabur Amla Hair Oil has launched a TVC conceptualised by Ogilvy & Mather, Gurgaon as part of the ‘Ek mazboot rishta’ campaign.
The ad film shows a young girl reading a book as she sees her grandmother chasing after her brother to feed him. As the girl’s mother enters the scene, she is questioned by the girl if the grandmother loves her brother more. The girl reasons that as the older lady knits sweaters for the boy and feeds him, she must love him more and probably not do the same for her as she is a girl. The mother coaxes the girl for a hair-oiling session. As they settle down, the lady asks her who is privy to all the mother's secrets. The girl cedes that it is her. She is also coaxed into realising that she is the one who gets a (hair oil) massage everyday. The mother explains that since all the secret talks and daily oil massages happen between the mother and daughter, the grandmother is obliged to pay attention to her brother, lest he feel neglected. The film ends with a voice over saying, ‘Banaiye baal aur rishtey mazboot’ (Make hair and relationships stronger).
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 The storyline: The campaign began with a commercial about Priyanka Chopra and her mother solving their differences over a Dabur Amla massage/champi. The new ad takes this further. A five-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.”
Rajat Nanda, DGM, Dabur Hair Oils, said, “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. 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 – further strengthening the fact that a massage with Dabur Amla doesn't just make hair strong and beautiful, it makes relationships stronger too. 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.”
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
Preduction house: QED Films
Director: Ananad Iyer


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