Dabur Amla has unveiled a touching digital film featuring renowned spoken word poet Nayab Midha, centered on a heartfelt letter from a daughter to her mother. The campaign, titled Maa Sa Mazboot, captures the quiet yet powerful bond between mothers and daughters, reflecting emotions often left unspoken—like guilt, love, and gratitude.
With minimalistic storytelling and no dramatic elements, the film highlights Dabur Amla’s long-standing message of Mazbooti, symbolizing strength not just in hair but in relationships too. Conceptualized by Schbang and Schbang Fluence, the campaign was shaped through deep reflection and collaboration, aiming to resonate emotionally with viewers.
Brand leaders from Dabur emphasized the importance of authentic storytelling in today’s digital age, positioning the film as a meaningful pause in a fast-scrolling world. Creative lead Shrey Chhibber noted that the mother’s traditional champi became a metaphor for emotional support, with Nayab Midha’s words bringing that vision to life.
With this campaign, Dabur Amla continues its evolution from a heritage product brand to a storyteller of genuine, culturally rich human experiences.
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