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New Delhi: Dabur Amla has released a new digital film featuring spoken word poet Nayab Midha. The campaign is centred around a letter written from a daughter to her mother.
The film aims to touch on emotions people 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.
The campaign was conceptualised and executed by Schbang, with Schbang Fluence managing creator collaboration.
Ankur Kumar, Head of Marketing, Dabur India, said, “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 and Personal Care, Dabur India, 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.”
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 Midha brought that vision to life in a deeply emotional way. Through her words, she captured those quiet, vulnerable moments we often only recognise in hindsight — a reminder that strength isn’t always loud; it’s inherited, nurtured, and lived.”
Watch the campaign film: