Dabur India Ltd has announced the launch of a mega beauty pageant in Gujarat – Dabur Amla Sabse Sunder Rani of Gujarat. The contest, which will be conducted across the four major cities of Gujarat – Ahmedabad, Baroda, Surat and Rajkot, will seek to identify the fresh new face of Gujarat that represents the triple benefits of Dabur Amla Hair Oil – ‘Zyada Lambe, Zyada Mazboot aur Zyada Khubsoorat Baal’.
“Packed with the natural goodness of Amla, Dabur Amla Hair Oil enriches your hair with Amla nourishment, making them strong from inside and beautiful outside, ensuring you enjoy beautiful hair all day long. Dabur Amla Hair Oil is, in fact, a brand that has constantly evolved as the epitome of beauty for Indian women, and has always been endorsed by the reigning beauty queens of Bollywood, like Rani Mukherjee, Karishma Kapur, Juhi Chawla, Sridevi and Jaya Prada,” said Prashant Agarwal, Senior product Manager, Dabur India Ltd.
The product was repackaged last year to induce a young and contemporary look. The new identity – with brand ambassador Rani Mukherjee on the front label of the pack – modernized the 58-year-old Dabur Amla brand, making it more contemporary and relevant in consonance with today’s lifestyle. The new look also maintained the continuity with the brand’s beauty association while infusing a youthful appeal. The company is now taking Dabur Amla Hair Oil’s association with beauty a step further with the launch of its mega beauty pageant in Gujarat, Agarwal added.
The contest will also celebrate the festive spirit of Navratras in Gujarat. Dabur Amla Sabse Sunder Rani of Gujarat contest will commence on 30th September, the first day of Navratra. “The independent jury would select two finalists every day. The 14 shortlisted candidates will participate in the semi-finals on October 7th in the four cities,” he added.
The Winners from the semifinals round will vie for the Dabur Amla Sabse Sunder Rani of Gujarat crown at the Grand Finale to be organized at Soi Dandiya, Ahmedabad, on 8th October, 2008.
“The contest, being organized in association with Radio City 91.1FM, celebrates the youthful spirit of the modern contemporary women and will also provide for an interactive platform to create awareness about the benefits of right hair care,” added Agarwal. Dabur Amla Hair Oil is known to provide constant care and natural nourishment that your hair requires everyday. The natural goodness of amla enriches your hair and provides them the daily dose of health & natural treatment to make your hair grow healthy, lustrous and full of life.
With a legacy of over 59 years, the Rs 300-crore Dabur Amla Hair Oil is one of the oldest and the largest brand in the Dabur India Ltd portfolio. It is also one of the fastest growing hair oil brands in the country, growing at over 18% in 2007-08.
Dabur India Limited is one of India’s leading FMCG Companies. Building on a legacy of quality and experience for over 120 years, Dabur today is India’s most trusted name and the world’s largest Ayurvedic and Natural Health Care Company. Dabur India’s FMCG portfolio today includes five flagship brands with distinct brand identities – Dabur as the master brand for natural healthcare products, Vatika for premium personal care, Hajmola for digestives, Réal for fruit-based drinks and Anmol for affordable personal care business