Kolkata, Aug 27: Dabur Amla Hair Oil, India’s trusted hair oil brand, has launched a new digital campaign this Raksha Bandhan featuring popular creator siblings Awez Darbar and Anam Darbar, celebrating the fun-filled yet strong bond that siblings share.
The campaign reimagines Raksha Bandhan for Gen Z audiences through the language of music, dance and playful banter, showcasing how siblings may constantly tease, challenge and outdo each other, yet always stand by one another. Built around Dabur Amla’s core promise of Mazbooti, the campaign highlights the strength of sibling relationships while reinforcing the brand’s longstanding association with strong hair.
Commenting on the campaign, Ankur Kumar, Head of Marketing – Hair Care, Dabur India Ltd., said,
“At Dabur Amla, ‘Mazbooti’ has always been at the heart of our brand promise. This Raksha Bandhan, we wanted to extend that idea beyond strong hair to celebrate the strength of one of life’s most cherished relationships – the bond between siblings. Today’s Gen Z expresses love differently, often through playful teasing, banter and shared moments of fun rather than overt emotions. Through Awez and Anam’s authentic sibling chemistry, we have brought this insight to life in a way that feels fresh, entertaining and deeply relatable. The campaign beautifully culminates in the iconic Dabur Amla champi ritual, reminding us that even behind the most playful sibling rivalry lies an unspoken expression of care, making the connection between Mazboot Baal and a Mazboot Rishta both meaningful and memorable.”
The digital film captures the authentic chemistry between Awez and Anam as a light-hearted sibling exchange turns into an energetic face-off packed with music, dance, humour and witty one-upmanship. As the playful rivalry reaches its peak, the story transitions into a heartfelt moment through the iconic Dabur Amla champi ritual, transforming a simple hair-oiling tradition into a meaningful expression of sibling care and affection.
By blending a culturally rooted tradition with contemporary storytelling, the campaign creates a powerful connection between Mazboot Baal and a Mazboot Rishta, celebrating the bond that grows stronger with every laugh, every disagreement, every shared memory and every small act of care.
“Young audiences today connect with content that feels native to their feeds and reflects real relationships rather than traditional advertising. Our idea was therefore to reimagine Raksha Bandhan through the language of Gen Z – music, dance and creator-led storytelling. Awez and Anam’s real sibling equation gave us the perfect canvas to create a piece of content that people can enjoy, relate to and share, while keeping Dabur Amla’s core code of Mazbooti at the heart of the story.” Ms. Jasleen Kohli, DGM – Digital Marketing, Dabur India Ltd., said.
The campaign reflects Dabur Amla’s continued focus on creating culturally relevant and digitally engaging content by partnering with creators whose personalities and relationships help bring the brand’s propositions to life in an authentic manner.
Through this Raksha Bandhan initiative, Dabur Amla celebrates a simple yet powerful truth: while siblings may never stop teasing each other, it is these moments of banter, mischief and everyday care that make their bond stronger with time.