Campaign India Team
Apr 16, 2015

Dabur highlights strength of relationships with oiling ritual

Watch the ad film by Ogilvy & Mather here

wide player in 16:9 format. Used on article page for Campaign.
Dabur has rolled out a TVC for Dabur Amla Hair Oil. The ad film has been conceptualised by Ogilvy & Mather, Gurgaon. 
The ad film, featuring Bollywood actor Priyanka Chopra, begins with Chopra complaining to her mother that she never attends any shoot, show or premiere of hers while the parents of her colleagues do. The mother asks Chopra to settle for a hair massage as she justifies her non-attendance. She reminds the actress that during a singing competition in school, the mother did attend but Chopra forgot the song spotting her in the audience and lost the competition, as a result. That is when her mother decided to never attend any performance of her daughter’s. Chopra is unsatisfied with the explanation and tries to protest but her mother reminds her that it doesn’t matter if she is present at these functions or not and that she will always be there in spirit.  The film ends with a voiceover saying, ‘Banaiye baal aur rishte mazboot’ (Make hair and relationships stronger) and a super reading, ‘Ek mazboot rishta’ (A strong bond).  
Rajat Nanda, category head, Dabur Hair Oils, said, “With diverse portfolio of oils, we intend to make oiling relevant to consumers across all ages & 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. The intent of the new campaign was to make the oiling ritual an emotional need rather than a functional one. 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 of no time for anyone or anything, relationships are the one thing that lose out. It’s the act of oiling that provides the alone time between mothers and daughters to talk and open up, resulting in building bonds, mending relationships. The thought put simply is, ‘Dabur Amla - Rishton ki gaanthe khole’. 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.” 
Ajay Gahlaut, executive creative director, Ogilvy & Mather, commented, “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.”
Client: Dabur India 
Creative agency: Ogilvy & Mather, Gurgaon 
Category head: Rajat Nanda
Creative team: Ajay Gahlaut, Divya Bhatia, Vimal Singh
Planning team: Sarabpreet Bedi, Saumya Baijal 
Client servicing: Jigisha Chawla, Nitika Bhandari, Rajat Arora, Antara Mitra 
Campaign India