Kolkata, 16 June 2025: Dabur Amla Hair Oil, one of India’s most iconic hair care brands, has unveiled a heartwarming new digital film titled ‘Jealous Dad’ in celebration of Father’s Day. The campaign, created in collaboration with Instamart, sheds light on the often-unspoken emotional needs of Indian fathers reframing the traditional champi (head massage) as a powerful gesture of love and connection.
The film portrays a father who becomes increasingly jealous watching his daughter dote on her mother through selfies, reels, and shared moments. His sarcastic remark “Is it Mother’s Day again?” serves as a wake-up call for the daughter. Realizing her oversight, she promptly orders Dabur Amla Hair Oil via Instamart and treats her father to a surprise champi, transforming a moment of neglect into one of heartfelt bonding.
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 campaign draws inspiration from a 2018 UNICEF India and Population Council study, which found that nearly 80% of fathers in India desire stronger emotional connections with their children but seldom express this need.
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.”
The creative direction was led by Kandid Kanvass and SG Media.
Saarthak Juneja, Creative Lead at Kandid Kanvass, noted:
“‘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.”
Director Gaurav Bharadwaj of SG Media added:
“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.”
Through this emotionally resonant campaign, Dabur Amla reinforces the timeless value of love and affection, reminding audiences that sometimes the simplest gestures like a champi speak the loudest.
