Dabur Amla has released a powerful new digital film featuring well-known spoken word poet Nayab Midha. The campaign is centered around a beautiful and emotional letter written from a daughter to her mother—a reminder of the strong yet silent bond that many of us share with the most important woman in our lives.
The film touches on emotions we often feel but rarely express — guilt of not calling enough, being too caught up in life, and yet knowing deep down that our strength comes from the quiet support of our mothers. With no dramatic background music or heavy dialogues, the simplicity of the message hits home. It reflects Dabur Amla’s long-standing thought of Mazbooti — celebrating not just strong hair, but strong relationships too.
The campaign was conceptualized and executed by Schbang, with Schbang Fluence managing creator collaboration. The creative process involved deep introspection and multiple iterations to arrive at a narrative that felt both personal and universal.
Ankur Kumar, Head of Marketing, Dabur India Limited, shared: “Dabur Amla has always stood for Mazbooti — strength not just in hair, but in the bonds that define us. This film beautifully captures the silent, unshakable strength between a mother and daughter. It’s a reflection of our brand’s core belief — that true strength is often quiet, nurturing, and rooted in love.”
Jasleen Kohli, Digital Lead – Home & Personal Care, Dabur India Limited, added:
“Today’s audience connects most with content that feels authentic and emotionally real. With this campaign, our aim was to create thumb-stopping storytelling that isn’t just scrolled past but felt deeply. It's a reflection of how Dabur Amla is evolving in the digital space — by leading with emotion, relevance, and cultural insight.
In today’s fast-paced world where content comes and goes in seconds, this film is a pause — a quiet, emotional reminder of love, gratitude, and everything we forget to say. With this film, Dabur Amla continues to connect with the hearts of millions by going beyond product messaging and focusing on real, human stories.”
Shrey Chhibber, Group Creative Manager – Schbang, said, “With ‘Maa Sa Mazboot,’ we wanted to highlight how our mother’s champi was never just about oiling hair — it was her way of untangling our fears and feelings. To get this piece to where it is now took countless conversations, especially about the unique dynamics of the mother-daughter relationship. We kept asking ourselves: what did our mothers give us that no one else could? Collaborating with Nayab brought that vision to life in a deeply emotional way. Through her words, she captured those quiet, vulnerable moments we often only recognize in hindsight — a reminder that strength isn’t always loud; it’s inherited, nurtured, and lived.”
Through this campaign, Dabur Amla continues to build on its legacy, not just as a heritage brand, but as a storyteller of real, emotional, and culturally resonant human connections.
