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.
