Kolkata : Dabur Amla, the legendary brand synonymous
with strong, nourished hair, has honoured the spirit of Indian women and their inspiring
strength at the Kumbh Mela 2025. The sacred Triveni Sangam, where three rivers
meet, serves as the perfect backdrop for Dabur Amla’s new campaign, “Mazbooti ki Triveni,” celebrating the
powerful bond between tradition, unity, and strength.
The
“Mazbooti ki Triveni” campaign draws
inspiration from the Triveni braid, a traditional three-knotted hairstyle that
has become a symbol of resilience and unity. Just as the Triveni Sangam
represents the harmonious meeting of three rivers, the Triveni braid is a
symbol of strength born from unity. Dabur Amla, known for empowering women with
strong, healthy hair, connects the enduring power of the Triveni braid to the
inner strength of every Indian woman.
“We
are thrilled to showcase our campaign at the Kumbh Mela, one of India’s largest
gatherings that represents not just spirituality but the collective strength
and unity of people,” said Ankur Kumar,
Head of Marketing, Dabur India Ltd. “Through ‘Mazbooti ki Triveni’, Dabur
Amla salutes the timeless tradition of the Triveni braid, which reflects the
strength, beauty, and resilience of Indian women, just as our brand has always
stood for nourishing and strengthening hair.”
The
Kumbh Mela, held at the confluence of the sacred rivers, continues to serve as
a profound symbol of unity and strength, and Dabur Amla's “Mazbooti ki Triveni” campaign aligns beautifully with
the values celebrated at this iconic event. This unique initiative will further
elevate Dabur Amla’s mission of empowering women to embrace their natural
beauty and strength.
Pramod Sharma, NCD,
Rediffusion, “At
Rediffusion, we take immense pride in bringing to life campaigns that resonate
with deep-rooted cultural symbols and values. The ‘Mazbooti ki Triveni’
campaign is a celebration of the strength that lies within every Indian woman.
We are honored to have collaborated with Dabur Amla to create this meaningful
activation at such a prestigious platform like the Kumbh Mela.”
Tarun Chaudhry, Executive
Vice President, Rediffusion,
“The Kumbh Mela is a gathering that brings together millions of people, united
by their faith and the strength of their shared culture. Dabur Amla’s campaign
celebrates this unity and strength through the Triveni braid, and we are
delighted to have helped bring this activation to life. Rediffusion’s focus is
always on creating campaigns that engage and inspire, and this initiative is a
testament to that vision.”
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