Dabur Amla, attempted to bring back the traditional Indian ritual of hair oiling through their campaign by keeping actress Kareena Kapoor as the protagonist in the film.
The brand chose their brand ambassador hoping to resonate her personality with the content of the film.
Known to keep her fit through yoga, being straightforward in discussing the merits of traditional Indian diet during her pregnancy the brand highlighted these qualities and included the lost art of hair oiling in the contemporary world to bring back the fading glory of these Indian traditions.
Through this film, the brand attempts to connect with the audience by keeping a relatable brand ambassador and bringing out its identity through it.
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.”
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.”