To consolidate its presence in a stagnating Chyawanprash market in the country, Dabur has launched its new advertisement campaign for the product.
The advertisements, featuring Amitabh Bachchan and Vivek Oberoi, would be run on electronic and print media. The company has set a budget of Rs 10 crore for the campaign this year.
"The new campaign would target infrequent and non-users by emphasising on the benefits of the product," said Mr Devendra Garg, Vice-President, Marketing, Dabur India Ltd (DIL).
According to the company, it has retained its 60-65 per cent share of the Rs 250-crore market for Chyawanprash in the last three years. The other major players in the category are Himani's Amritprash and Sona Chandi, Baidyanath Chyawanprash and Zandu Chyawanprash.