Dabur India : Amla Hair Oil Joins Hands with U.P. Police for ‘Mazboot Iraadon ko Salaam' Campaign

Brand to spread awareness about the role of special police team 'Pink Brigade' created for the protection of women in Uttar Pradesh

Lucknow, 19 February 2021: Dabur Amla Hair Oil, World's No. 1 hair oil brand from the house of Dabur India Ltd, joined hands with the Uttar Pradesh Police for 'Mazboot Iraadon ko Salaam' Campaign to honour the special police team of the 'Pink Brigade'. The campaign was organized to spread awareness about the role of this team, created for the protection of women in Uttar Pradesh.

The campaign christened 'Mazboot Iraadon ko Salaam', was conducted in Lucknow and other major cities. Under the campaign, signatures and best wishes were collected for the Pink Brigade along with video bytes to encourage and appreciate their efforts towards women safety.

'Majboot Iraadon ko Salaam' is an initiative led by Dabur Amla to support and create awareness on the newly launched Pink Brigade for women's safety under the Mission Shakti, in association with the UP Police Department. The program's focus was on building relationship of trust and faith, so that women and girls can realize safety, security and freedom in society'. Mr Gaurav Parashar, Head of Marketing - Hair Care, Dabur India Ltd said.

The initiative aims to highlight the role of the Pink Brigade and how it has boosted the morale and ensured safety of women in Uttar Pradesh. The campaign focused on the importance of creating such special police forces and why it is the need of the hour for the protection of women in the state.

While handing over the Certificate of Appreciation to the officials of Dabur India, Mr. Nilabja Choudhury, Joint Commissioner of Police, (Police Commissionerate, Lucknow) appreciated the joint efforts. He said, 'There should be increased participation of corporate houses in such initiatives. This helps raise awareness on a larger scale'.

Ms. Ruchita Chaudhary, Deputy Commissioner of Police (Police Commissionerate, Lucknow), applauded the initiative of Dabur Amla which salutes and raises the morale of police forces, and expressed gratitude to the people for their love and support. She also handed over the Certificate of Appreciation to the representatives of Vritti Solutions Limited for successfully organizing this event.

Mr. Rajat Mathur, Head - Consumer Activation, Dabur India Ltd said: 'Dabur Amla reached out to the RWA's and residential areas of towns like Varanasi, Lucknow, Allahabad, Gorakhpur, Kanpur and other sub-urban areas and talked to women regarding the Pink Brigade. Under this initiative, Dabur Amla organized 'Door to door society campaign' as a trust building exercise, Nukkad Natak at Women's College, Coaching Centre, Women empowerment sessions, Self defence classes, motivational programs to name a few, followed by distribution of participation certificate and product samples.'

'For about 80 years, Dabur Amla has stood for strong and beautiful hair. The brand has always believed that real beauty comes from inner strength, and taking this forward, Dabur Amla is now proud to be associated with this strong social initiative. We believe that safety of women is their basic right and creates a platform for society to progress and strengthen from the roots. We thank the UP Police - with their unique, active and friendly special police team Pink Brigade, they have left no stone unturned to boost the morale and ensure safety of women in the state'. Mr. Parashar added.

About Dabur Amla Hair Oil

Dabur Amla Hair Oil is one of the largest brands in Dabur India's portfolio with a heritage of about 80 years and the trust of millions of consumers. The brand has always been synonymous with strength and beauty and has been endorsed by reigning beauty queens of Bollywood. Dabur Amla, with the goodness of amla, helps in making your hair black, long, thick and strong from the roots always.

About Dabur India Ltd: Dabur India Ltd is one of India's leading FMCG Companies. Building on a legacy of quality and experience for 137 years, Dabur is today India's most trusted name and the world's largest Ayurvedic and Natural Health Care Company. Dabur India's FMCG portfolio includes 9 Power Brands: Dabur Chyawanprash, Dabur Honey, Dabur Honitus, Dabur PudinHara and Dabur Lal Tail in the Healthcare space; Dabur Amla, Dabur Red Paste and Vatika in the Personal Care space; and Réal in the Foods category.

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