On October 10th, 2025, Dabur Amla Hair Oil, a leading hair oil brand in India, launched a digital film that offers a fresh perspective on Karva Chauth, a traditional day of love, devotion, and togetherness. The film features a young couple, Dev and Maggi, engaged in a playful debate about whether to observe the Karva Chauth fast. The conversation is light-hearted and relatable, reflecting the balance that modern couples strike between age-old traditions and personal choice.
The film concludes on a warm note, with Maggi reaching for her Dabur Amla bottle, symbolizing the idea that just as the hair oil strengthens hair from within, true relationships are rooted in strength, care, and understanding. According to Ankur Kumar, Head of Marketing – Hair Care at Dabur India Ltd, the campaign aims to celebrate the evolving essence of Karva Chauth, where love is expressed through companionship rather than compulsion.
The campaign is a reflection of modern relationships, which are strong, equal, and rooted in care. Ms. Jasleen Kohli, DGM – Marketing at Dabur India Ltd, noted that the film captures the dynamic of modern relationships, where partners support each other’s choices. The film is now live on Dabur Amla’s digital and social media platforms, celebrating the bond that grows stronger with strength, love, and a touch of fun.
The launch of the digital film is part of Dabur Amla’s efforts to connect with its audience and promote its brand values. By showcasing a modern take on traditional practices, the brand aims to resonate with its target audience and reinforce its position as a leading hair oil brand in India. The campaign’s message of strength, love, and companionship is likely to appeal to viewers and spark conversations around the themes of love, choice, and togetherness. Overall, the film is a creative and engaging way to celebrate the spirit of Karva Chauth and promote the Dabur Amla brand.