FMCG major Dabur is undertaking an aggressive brand campaign for its flagship Amla hair oil to give a tough compition over its rival Marico’s Parachute coconut oil in the South.
The Ghaziabad-based firm has roped in popular Tamil actress Sneha as its brand ambassador, besides rebranding the product only for the Southern market. To connect better with the locals, Dabur has even renamed its amla hair oil as Dabur Amla Nelli Hair Oil for the Southern markets.
Vikas Mittal, Dabur India executive vice president for marketing, said the product (Dabur Amla) is now being rolled out with a brand new proposition of being superior to ordinary coconut hair oil to give visibly more black hair as compared to coconut hair oil.
The hair oil market is estimated to be over Rs 3,000 crore, out which around Rs 700 crore constitutes the amla hair oil.