Dabur Amla Hair Oil is calling mothers across India to donate “1 MASSAGE HOUR” for the girls in orphanages who have never experienced mother’s love. The initiative will facilitate one special day for young orphan girls who are often given toys and books, but lack the motherly touch.
Dabur has already received an overwhelming response of 3,000 entries from across India through various platforms such as Facebook, Twitter and phone calls. The campaign will begin in Lucknow and is scheduled for July 17. It will be taken to other cities aswell.
“The act of oil champi (head massage) has been a part of our Indian tradition for years now. It not only makes hair strong but also builds the bond between a mother and daughter. There are memories, experiences associated between mother and daughter with the massage time. Taking inspiration from this, Dabur India Ltd has taken a leap in introducing its Dulaar campaign, which will help the orphan girls, experience the touch of motherly love. Through this campaign, we will reach out to the orphanages and will try to make that day the most memorable for these kids,” Category Head-Hair Oils, Dabur India Ltd, Rajat Nanda said, talking about the initiative.
‘Dulaar – Aao Banae Ek Mazboot Rishta’ is Dabur India’s campaign to signifies the strong bond between the mother and daughter. Under the campaign, Dabur will organise multitude of fun and engaging activities wherein women volunteers and girls will spend quality time together. The girls will get new clothes, their rooms will be decorated, their favorite food cooked and above all, the girls will experience the mother’s love through her touch – by way of Dabur Amla massage.