MAM
Dabur Amla spreads lockdown love via campaign by Ogilvy Delhi
MUMBAI: Dabur Amla Hair Oil has created a new digital campaign around building bonds with loved ones during this lockdown.
The brand has stood for strong hair and strengthening relationships, particularly the bond shared between mother and daughter. Positivising the sentiment of being at home, the film weaves a beautiful narrative around strengthening the bond during this period. The simple execution highlights how this time at home is the time to strengthen the bond with loved ones. Caught in the daily hustle of life, we tend to take certain relationships for granted, especially our mothers. Hair oiling has always been an integral part of the Indian mother-daughter relationship. Hence, the thought ‘Apne Jadon ke saath Rishta Banao’ adds an intriguing spin to the age-old ritual-a champi.
The film positivises the sentiment around lockdown with a heart-warming story that helps connect with the consumers. Promoted on social media, this film invites viewers to participate by sharing their champi stories.
Ogilvy India-North CCO Ritu Sharda said, “Lockdown has distanced the world, and people are worried. But we chose to look at it in a slightly different manner. One which is as real as this pandemic, but positive. It didn't take us long to realise that it has finally given us something we have always longed for – a chance to spend time with our loved ones. So while the world figures out a way to get back together, we urge people to make their bond even more beautiful, by coming closer as a family and strengthening the roots. And a champi, coupled with lengthy conversations, is definitely one way to get there.”
Dabur India Ltd senior GM marketing Rajeev John says, “An age-old brand, Dabur Amla is rooted in strength. It’s a household name spanning across generations. We wanted to ensure a strong emotional connect with the consumer during these tough times. Champi-an act of love, seemed the perfect fit to reassure our consumers that Dabur Amla is as much a part of their everyday lives, even during the lockdown. Instead of being more of a product story, we felt it was key to respect the current sentiment and create a simple yet endearing film.”
Facebook – https://www.facebook.com/100548168037873/videos/183804565955216/
Instagram:https://www.instagram.com/tv/B_RcYpzhy0j/?utm_source=ig_web_copy_link
YouTube – https://youtu.be/-UWTmfBIDbM
Follow Tellychakkar for the consumer facing news & entertainment
Brands
Estée Lauder to shed 10,000 jobs as new boss bets on digital shift
The cosmetics giant raises its profit outlook but stays silent on a possible merger with Spain’s Puig, as job cuts deepen and a three-year sales slump weighs on the turnaround
NEW YORK: Stéphane de La Faverie is not done cutting. Estée Lauder announced on Friday that it plans to eliminate as many as 3,000 additional jobs, taking its total redundancy programme to as many as 10,000 roles, up from a previous target of 7,000 announced a year ago. The company, which owns La Mer, The Ordinary, Tom Ford, and Aveda, employs roughly 57,000 people worldwide. The mathematics of what is now being contemplated is stark.
The fresh round of cuts is expected to generate a further $200 million in savings, bringing the total annual savings from the programme to as much as $1.2 billion before taxes. That money, De La Faverie has made clear, will be ploughed back into the turnaround.
A CEO in a hurry
De La Faverie, who took the helm in January 2025, inherited a company that had endured three consecutive years of annual sales declines. His response has been to move fast and cut deep. A significant portion of the latest redundancies reflects his push to reduce headcount at US department stores, long a cornerstone of Estée Lauder’s distribution model but now a channel in structural decline. In their place, he is accelerating the shift toward faster-growing online platforms, including Amazon.com and TikTok Shop, a pivot that is reshaping not just where Estée Lauder sells but how it thinks about its customers.
The numbers are moving in the right direction
Despite the pain, there are signs the medicine is working. Estée Lauder raised its profit outlook for the remainder of the fiscal year, guiding for adjusted earnings per share in the range of $2.35 to $2.45, above analyst estimates and a notable step up from the $2.05 to $2.25 range it had guided for in February. Organic net sales growth is expected to come in at 3 per cent, the company said, at the high end of the range it set out in February.
The share price tells a mixed story. After De La Faverie took charge, the stock surged nearly 60 per cent, buoyed by investor optimism that a longtime company insider could finally arrest the decline. But 2026 has been rougher: the shares have fallen 27 per cent this year, weighed down by disappointing February results and the overhang of unresolved merger talks with Spanish beauty giant Puig Brands SA. The company gave no additional details about those discussions on Friday, leaving the market to guess.
Silence on Puig
The proposed tie-up with Puig remains the most consequential unknown hanging over Estée Lauder. A deal with the Barcelona-based group, which owns brands including Carolina Herrera and Rabanne, would reshape the global luxury beauty landscape. But with nothing new to say and a turnaround still very much in progress, De La Faverie is asking investors to trust the process.
Three years of sales declines, 10,000 job cuts, and a merger that may or may not happen. At Estée Lauder, the overhaul has barely started.
