Dabur India gets beauty professionals to endorse its Amla hair oil

By Priyanka Banerjee , afaqs!, New Delhi | In Advertising | July 30, 2010
The brand organised scientific sessions with beauty professionals across three cities

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.

& #BANNER1 & #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.

According to Dabur, during the study, females in the age group of 22-35 years with hair up to shoulder length were chosen. These women were regular coconut oil users (using coconut oil at least twice a week). Of these, 30 women were asked to use Dabur Amla Nelli Hair Oil for two months, while another 30 were given ordinary coconut oil. Both groups were given one standard shampoo for use during the same period.

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.

According to Arvind Shukla, brand head, Dabur Amla Hair Oil, Dabur India, the brand has always adopted offbeat ideas while designing its campaigns. "Rather than using a cliché concept regarding a campaign, we always try generate new ideas which can have a remarkable impact on the sale of the product," says Shukla.

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.

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