Dabur Vatika Salutes Cancer Survivors with #BraveandBeautiful

Monday, March 09, 2015

 

New Delhi, March 5, 2015: Saluting the undying spirit and inner beauty of cancer fighters ahead of International Women's Day, India's leading natural hair care brand Dabur Vatika today announced the culmination of its month-long initiative – Vatika Brave and Beautiful. Under this initiative, Dabur Vatika had invited the brave & beautiful women who have defeated cancer to share their stories with the brand.

 

Their stories were put together in the form of a Coffee Table Book to inspire millions of others who are fighting this dreaded disease today. A select few such stories are also being filmed as an advertising campaign and will be aired shortly. In addition, Ten of the survivors were felicitated at a ceremony held in the capital today. Dabur Vatika also announced that it has, along with the cancer survivors, co-created a special product -- Dabur Vatika B&B Shampoo -- which is completely chemical free and is clinically proven to be mild on sensitive scalp. This product was distributed free to the cancer survivors.

 

Sharing his thoughts on the insight behind the campaign, Dabur India Ltd Chief Marketing Officer Mr. Krishan Kumar Chutani said: "Vatika, as a brand, has always stood for 'Woman of substance'. Who else could be more 'brave and beautiful' than a woman who has defeated this dreaded disease and embraced life. Brands have always talked about how hair makes a woman beautiful and most brands often talk about hair fashion, style, strength etc. But the hard fact is that a lot of women, who have undergone chemotherapy, do not just lose hair but also end up with erosion in self-esteem. It takes a great deal of confidence and inner strength to face the world all over again. This initiative seeks to identify and present stories of such brave women who can inspire millions more who are fighting this dreadful disease today. It conveys that 'Beauty is not skin deep'."

 

As is known, Cancer is one of the leading causes of all deaths in the world, including India. According to estimates, there are nearly three million patients suffering from the disease in India. According to numbers available from World Health Organization, about 500,000 people die of Cancer annually in the country and that number is expected to rise by 40 per cent by 2015.

 

On the occasion, Dabur Vatika also showcased the first digital campaign launched for this initiative. This campaign traverses the journey of one such survivor and propagates how prompt and genuine support from family and friends can help the survivor gain strength to battle all odds. The short film shows a young mother - a Cancer survivor, who is trying to get her life back to normal against trying circumstances. Not an easy thing to achieve given that she has lost her hair on account of the grueling chemotherapy sessions and medicines that have taken a toll on her health.

 

With a new journey to be undertaken, she is not confident enough of how the world will receive her in her changed avatar. With her husband and family serving as a strong support system, she musters the courage to resume work in her office. Although a bit nervous at first, she is surprised to see the warmth and approach with which her colleagues reach out to her. Almost instantly she settles into her professional work life with the belief that her friends and society will accept her in whatever form as she has emerged a true 'survivor'.

 

The film shows the journey of a cancer survivor in a beautiful manner through a song called, 'Tu faulad, Tu phool' that has been sung by celebrity singer/composer Salim Merchant with music directed by Haneef and Lyrics written by Pranav Harihar, Group Creative Director, Linen Lintas.

 

 

Vatika is one of the five master brands of Dabur India Ltd and offers a range of natual personal care products. The Vatika brand was launched in 1995 with Vatika Hair Oil as its first product. In the very first year of its launch, it crossed Rs. 100 million in turnover. Over the years, Vatika has come to be amongst the company's highest selling brands with its global turnover in excess of Rs 1,000 Crore. It was joined in 1997 by Vatika Natural Shampoo and later, in 2000, by Vatika Anti-Dandruff Shampoo.

 

Mr. Byas Anand Corporate Communications Dabur India Limited PH:- +91120-3982000, 3001000 extn 2101/2508 Fax: +91120-4374935 Email:corpcomm@dabur.com