Delhi: Dabur Amla Hair Oil, a heritage brand from the house of Dabur has created a new digital campaign around building bonds with loved ones during this lockdown.
The brand has stood for strong hair and strengthening relationships, particularly the bond shared between mother and daughter. Positioning the sentiment of being at home, the film weaves a beautiful narrative around strengthening the bond during this period. The simple execution highlights how this time at home is the time to strengthen the bond with loved ones. Caught in the daily hustle of life, we tend to take certain relationships for granted, especially our mothers. Hair oiling has always been an integral part of the Indian mother-daughter relationship. Hence, the thought ‘Apne Jadon kesaath Rishta Banao’ adds an intriguing spin to the age-old ritual-a champi.
The film positives the sentiment around lockdown with a heart-warming story that helps connect with the consumers. Promoted on social media, this film invites viewers to participate by sharing their champi stories.
Ritu Sharda, Chief Creative Officer Ogilvy India-North: “Lockdown has distanced the world, and people are worried. But we chose to look at it in a slightly different manner. One which is as real as this pandemic, but positive. It didn’t take us long to realize that it has finally given us something we have always longed for – a chance to spend time with our loved ones. So while the world figures out a way to get back together, we urge people to make their bond even more beautiful, by coming closer as a family and strengthening the roots. And a champion, coupled with lengthy conversations, is definitely one way to get there.”
Rajeev John, Senior GM Marketing, Dabur India Ltd: “An age-old brand, Dabur Amla is rooted in strength. It’s a household name spanning across generations. We wanted to ensure a strong emotional connection with the consumer during these tough times. Champi-an act of love, seemed the perfect fit to reassure our consumers that Dabur Amla is as much a part of their everyday lives, even during the lockdown. Instead of being more of a product story, we felt it was key to respect the current sentiment & create a simple yet endearing film.”
https://www.facebook.com/100548168037873/videos/183804565955216/
https://www.instagram.com/tv/B_RcYpzhy0j/?utm_source=ig_web_copy_link
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CREDITS
Agency: Ogilvy India-North
Client: Dabur India Ltd
