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Dabur Amla, U.P. Police salute Pink Brigade in new campaign

By M4G Bureau - March 01, 2021

The joint campaign aims to spread awareness about the role of special police team ‘Pink Brigade’ created for the protection of women in Uttar Pradesh

Dabur Amla Hair Oil from the house of Dabur India Ltd has joined hands with Uttar Pradesh Police for their ‘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’s safety. The campaign has been executed by Vritti I Media Solutions. 

“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,” says Rajat Mathur, Head - Consumer Activation, 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, 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.

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.

Navneet Kumar, Activation Manager – Foods & HPC, Dabur India Ltd says, “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.”


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