MAM
Big B, Oberoi in Dabur’s new marketing campaign
MUMBAI: Dabur India which claims to be the leader in the Chyawanprash category, has unveiled its new marketing campaign for its Rs 1.5 billion healthcare brand – Dabur Chyawanprash (DCP).
The new campaigns, featuring Bollywood actors Amitabh Bachchan and, for the first time Vivek Oberoi, make an aggressive attempt to establish the relevance of Chyawanprash in an increasingly tough and demanding lifestyle, for the entire family.
Dabur India VP marketing D. Garg says, “As a market leader, our focus has been to increase the relevance of this time-tested and proven product in the family – both for users and non users – and increase penetration. In our new campaign we have tried to establish the fact that Chyawanprash, with its ‘well – being’ properties, gives an edge to the users and dispel the myth that it should be consumed in illness or is meant only for Children or the aged”.
The company will be launching two television ads, one each with Bachchan and Oberoi. This will be followed by a series of print media campaign directed towards creating awareness to educate people about the holistic benefits of Chyawanprash.
The ads have been created by McCann Ericsson and the company would be spending close to Rs 100 million in promotional campaign this year. The ads would also be translated in Bengali.
“We would be targeting two sets of consumers through these celebrities – Adults through Amitabh and Kids with Vivek. Amitabh has been projected as a user of Chyawanprash attempting to establish the relevance of DCP amongst the adults in today’s demanding lifestyle. Vivek, who represents an urban ambitious non-user with a mindset that Chyawanprash is not for him, meets his moment of truth when outperformed by a young Chyawanprash user, thus reaching out to kids. His final conversion from a non-user to a Chyawanprash user connects with the Youth. Our research indicates that both these ads compliment each other and connect very well with our target consumers” adds Garg.
Dabur India had signed on Oberoi as its brand ambassador earlier this year for endorsing its select range of Personal Care and Healthcare products.
Known as the “elixir of life”, Chyawanprash has clinically proven benefits in maintaining smooth body functioning. The principal ingredient Amla (Indian Gooseberry) acts as an anti-oxidant and immuno-stimulant. Dabur Chyawanprash helps in stimulating immune system, relieving stress, improving stamina, fighting aging through anti-oxidant property, improving lung function, fighting respiratory infections & building resistance to disease. It is these properties that make Dabur Chyawanprash a preferred choice for its users. The Chyawanprash category is worth over Rs. 2.5 billion.
Brands
Trump announces $300bn Texas oil refinery with Reliance, calls it the biggest in US history
First new US refinery in 50 years planned at Brownsville port with Reliance
WASHINGTON: The United States may soon see the first brand-new oil refinery built on its soil in half a century.
Donald Trump announced a proposed $300 billion refinery project in Texas, calling it a landmark moment for American energy production and jobs.
Posting on Truth Social on 10 March, Trump said the facility would be built at the Port of Brownsville and developed by a company called America First Refining, with major investment from India’s Reliance Industries.
The announcement frames the project as a centrepiece of the administration’s push for “energy dominance”, with Trump claiming it would deliver thousands of jobs and billions of dollars in economic activity to South Texas.
If realised, the plant would mark the first all-new major refinery constructed in the United States since the 1970s. In recent decades, oil companies have largely chosen to expand existing facilities rather than build new ones, citing high costs, regulatory hurdles and environmental scrutiny.
Trump described the proposed investment as the “biggest in US history”, positioning it as proof that policy changes such as streamlined permits and lower taxes are drawing large-scale energy investments back into the country.
The refinery is planned for the Port of Brownsville, a strategic Gulf Coast location that provides easy access to shipping routes and export markets.
A key partner in the project is Reliance Industries, controlled by billionaire industrialist Mukesh Ambani. The company already runs the world’s largest refining complex in Jamnagar, India, making it one of the most experienced operators in large-scale petroleum processing.
The Texas venture would mark a significant step for the group into America’s domestic refining sector, potentially strengthening industrial ties between the US and India.
The proposed refinery is being promoted as a next-generation facility capable of processing American shale oil while maintaining high environmental standards. Trump said it would be “the cleanest refinery in the world”, although the specific technologies behind that claim have not yet been detailed.
Industry observers also note that the $300 billion figure is unusually large for a refinery project, and analysts are waiting for more clarity on whether the number reflects total construction costs, long-term infrastructure investment, or broader economic impact estimates.
As of 11 March, Reliance Industries had not publicly confirmed the investment size or the structure of its involvement.
For now, the announcement has sparked equal parts excitement and curiosity in energy markets. If the plan moves from promise to pouring concrete, the refinery could reshape the Gulf Coast energy landscape, and reopen a chapter in American refining that has been quiet for nearly fifty years.
