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Dabur Vatika targets the urban youth with its new TVC

Dabur Vatika targets the urban youth with its new TVC

Author | exchange4media Mumbai Bureau | Tuesday, Oct 03,2006 7:01 AM

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Dabur Vatika targets the urban youth with its new TVC

Dabur Vatika’s new TVC, featuring the mother-daughter duo of Moon Moon Sen and Riya Sen, is aimed at the modern youth whose hair goes through a lot of stress in today’s jam-packed lifestyle. It also tries to re-position plain coconut oil as ‘insufficient’ for today’s lifestyle, where women are increasingly facing hair problems.

Given the increasing hair experimentation, dust, pollution, etc., faced by today’s women, Dabur Vatika aims to stress on something more than plain coconut hair oil. The TVC, created by Mudra Communications, will be on air for a month.

The campaign tries to show the modern multifaceted, progressive and achievement oriented women, whose hair goes through extra stress. Using Dabur Vatika hair oil helps them tackle all their hair problems. Banking on the traditional practice of mothers oiling their daughter’s hair, the campaign tries to establish empathy and emotional connect with the audience with this TVC featuring the real life mother-daughter duo.

A multimedia campaign has also been launched along with the TVC involving print, PR, radio, collaterals, point of sale visibility and many such other measures.

Tags: e4m

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