After free head massages, Dabur has come up with another interesting campaign to reach the consumer. To promote its brand and engage consumers, Dabur Amla Hair Oil organised scientific beauty sessions across Chennai, Pune and Kolkata. The object of the initiative was to educate consumers about the scientific importance of Amla oil, which, according to the brand, is much better than normal coconut oil.
The initiative engaged a number of beauty professionals from various beauty clinics across the cities. During the sessions, the professionals spoke about the beneficial properties of Dabur Amla Hair Oil and gave valuable information about its components, including how the 'magical fruit' contributes to give one strong, healthy and black hair. Through the sessions, the brand also shared details of a recent consumer research which has proved that Amla oil is more promising in comparison to ordinary coconut oil.
The company claims that the research revealed that the women who used Dabur Amla Nelli Hair Oil showed significant improvement in the black tone of their hair in comparison to the women who used ordinary coconut oil.
In Chennai, the campaign involved 40 hair beauty professionals, whereas in Pune and Kolkata, more than 75 beauty professionals participated in the programme.
When asked about the basis for the selection of the three cities, Shukla says that women of these regions are fond of ordinary coconut oil - so the prime idea was to reach these consumers.
In order to run this campaign, Dabur created an expert panel comprising of hair experts.
Recently, the brand organised a non-stop hair massage session in Chennai, which is all set to enter the Limca Book of Records for the longest duration of a hair massage session. The initiative gave the consumers a first-hand experience of the brand. However, this time, it has added scientific results to that experience, strengthening the position of the brand.