Dabur Amla hair oil ropes in Priyanka Chopra

Dabur India has launched Dabur Amla Hair Oil in a 'new and young avatar' to make the 60-year-old brand appear more relevant and contemporary to the Indian youth. Dabur claims to be one of the largest brands in the hair oil segment with nearly 60 million consumers.

The brand has now roped in Priyanka Chopra, moving from an earlier association with Rani Mukherjee. A campaign featuring Chopra will be launched in mid- September across print, television and cinema. The creative agency is Ogilvy, while media buying is done by Adbur, the in-house media buying arm.

Minoo Phakey, marketing head - hair oils, Dabur India, said, “The new look maintains the continuity with the brand’s beauty association while infusing a youthful appeal that will help us better reach out to the target audience.”

The campaign will target young college going girls in tier-1 and tier- 2 cities. Traditionally, these girls are users of loose mustard oil. However, over the years, there has been a change in their aspirations and a definite move towards branded hair care products, according to the company. With the help of Chopra, the brand intends to capitalise on this shift in purchasing trends and make these users buy Dabur Amla Hair oil instead. Catering to varied needs, the oil will be sold in SKUs ranging from a Re.1 sachet to a Rs. 165 pack.

Prior to Priyanka Chopra, Dabur has engaged Bollywood actors like like Jayaprada, Sridevi, Juhi Chawla and Karishma Kapoor, besides Rani Mukherjee, as brand ambassadors.