New Delhi:Our granthas (Sacred Books) are a treasure house of wisdom, providing a solution to all perceived health issues inflicting the human race today; yet in the era of science & technology they are seen as ‘old age’ solutions not relevant for the modern times. While the belief might have not waned, the memory certainly has. Take for instance Yoga- the origins of which has been speculated to date back to pre-Vedic times, yet it took the west to endorse it before the globe trotting contemporary Indians saw its real value and went back to it almost with a vengeance.
However, what has all the above got to do with the current campaign that Ogilvy New Delhi recently conceptualised for Dabur Amla Hair Oil? Actually a lot!
Ajay Gahlaut, ECD Ogilvy &Mather, New Delhi said, Hair oiling a specific Indian ritual has been on a decline amongst modern Indians and a strong trusted brand such as Dabur Amla was facing this brunt as well. What could return back the glory the brand deserved?. We decided the need was to go back to the basics. Eulogise the very fundamentals of its existence – Amla.
‘Amla also known as the Indian gooseberry, is a super food, yet in today’s time and age with the advent of exotic new age ingredients it is like a hero of yesteryears. That was and is the raison d’être for the brands existence and we decided to put the spotlight back on it. ‘
The brand further has always been associated with leading celebrities of all times. From Jayaprada, to Sridevi, to Juhi to Karishma , Rani Mukherjee to Pryianka Chopra – its been the secret of their beautiful strong lustrous hair. However, for the current campaign, we felt that the celebrity chosen to endorse the brand should be in synergy with what we wanted to depict in the campaign. A personality who is active endorser and believer of the science of Ayurveda and Indian traditions and has used it to her advantage as part of her daily life.
Rajat Nanda, Category Head Dabur said ,In Kareena we found a great fit. Known to keep herself fit by following Yoga diligently , achieving a much hyped size zero once , to her recent straightforwardness in discussing the merits of traditional Indian diet with dollops of ghee during her pregnancy , we decided to take a leaf out her own life book.
In this campaign she is Kareena the person who believes in the wisdom of tradition not because of tradition alone, but because there is science and relevance in using it in todays time as well. Just like Amla that is rich in its antioxidant properties and other minerals making it an ideal ingredient for get strong hair. This is the truth of the ingredient and the brand that the campaign attempts to leverage in the campaign.
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CREDITS
Client: Rajat Nanda, Category Head Hair Oils, Dabur India Ltd.
Creative agency: Ogilvy & Mather, New Delhi
Creative Team: Ajay Gahlaut, Chandini Kapoor, Jiya Minocha
Planning team: Alok Sinha, Sarabpreet Bedi
Account Management team: Atif Rahman, Nitika Bhandari, Sukrit Garg, Shantanu.cc
Producer: Mayur Patel, Magicbox.tv
Director: Nitish Tiwari
