Dabur Amla’s ‘Jealous Dad’ Campaign Celebrates the Fathers Who Rarely Ask—But Deeply Feel

 

Kolkata : Dabur Amla Hair Oil, India’s most trusted and iconic hair care brand, has launched a new digital film for Father’s Day titled ‘Jealous Dad’, spotlighting the unspoken emotional needs of Indian fathers. The heartwarming campaign, created in collaboration with Instamart, reimagines Father’s Day gifting by celebrating the emotional strength of a simple, culturally rooted gesture—the champi.

 

The film follows a father who grows increasingly envious watching his daughter shower affection on her mother—through reels, selfies, and shared moments. Feeling left out, he sarcastically asks if it’s Mother’s Day again. The daughter, realizing her oversight, springs into action by placing an instant order for Dabur Amla Hair Oil via Instamart. In minutes, she transforms the moment into a special at-home champi experience—bringing smiles, connection, and comfort to her father.

 

Mr. Ankur Kumar, Head of Marketing, Dabur India Ltd., said: “With this campaign, we aimed to spotlight an emotion that often goes unspoken—the quiet yearning fathers feel for love and connection. In our culture, a simple champi is more than just a hair massage; it’s a heartfelt expression of care. By partnering with Instamart, we’ve made this gesture instantly accessible, so showing love to our fathers doesn’t have to wait.”

 

The insight stems from a UNICEF India and Population Council study (2018), which reveals that nearly 80% of fathers desire stronger emotional bonds with their children—yet most rarely express it. The campaign is a gentle reminder that while fathers may not always voice their feelings, they deeply value love, attention, and care.

 

The collaboration with Instamart plays a crucial role in bringing this moment to life—showcasing how today’s quick commerce ecosystem can enable emotionally resonant actions with just a few taps.

 

Ms. Jasleen Kohli, Digital Lead – Home & Personal Care, Dabur India Ltd., added: “With ‘Jealous Dad’, we’ve brought Dabur Amla’s legacy of care into the world of reels, reactions, and real-time gratification. The storytelling is emotionally rooted but designed for a digital-first audience—quick, relatable, and shareable. And with Instamart enabling instant delivery, we’ve turned a simple champi into a modern-day gesture of love that fits perfectly into today’s fast, expressive content culture.”

 

Saarthak Juneja, Creative Lead, Kandid Kanvass, commented: “Jealous Dad’ flips a stereotype and opens up space for conversation around expressing fatherly emotions and their need for physical affection. It’s fun, engaging, and has just the right emotional payoff.”

 

Gaurav Bharadwaj, Director, SG Media, said: “The storytelling was designed to be fast, visual, and emotionally sticky. The Instamart integration added realism and urgency—turning a moment of regret into one of warmth within minutes.”