Unveiling its new ad campaigns earlier this week -- featuring Amitabh
Bachchan and Vivek Oberoi -- Dabur has made an aggressive attempt to
establish the relevance of ‘Chyawanprash’ in an increasingly demanding
lifestyle for the entire family.
The ad featuring Bachchan for the Rs 150-crore brand, has been on air since
Monday, and another will follow in a few days. This will be followed by a series of print ads directed at educating people on the ‘holistic benefits’ of Chyawanprash. The company had signed on Oberoi as its brand ambassador earlier this year for endorsing its select range of personal care and healthcare products.
Elaborating on the theme of the new campaign, D. Garg, VP-Marketing, Dabur
India, said, “As a market leader, our focus has been to increase the relevance of this time tested and proven product for 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 its users and dispels the myth that it should be consumed in illness or is meant only for children and the aged.”
Dabur has a 61 per cent share of the Chyawanprash market, which is valued at Rs 250 crore. The company plans to clock around five to ten per cent growth during this season, and plans to spend close to Rs 10 crore in promotional campaigns 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 Dabur Chyawanprash among 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,” Garg explained.
Dabur claims that its research findings indicate that the ads complement each other, and that they connect well with its target consumers.