From maybe to must, Dabur Chyawanprash looks to be everyone’s ‘Zaroorat’

From maybe to must, Dabur Chyawanprash looks to be everyone’s ‘Zaroorat’

Author | Rosy Ngaihte | Wednesday, Jan 09,2008 6:41 AM

From maybe to must, Dabur Chyawanprash looks to be everyone’s ‘Zaroorat’

It is mostly observed that there is a tendency by male members to ignore efforts put in by the lady who takes care of the house. It is generally believed that she is having an easy life at home, while the reality otherwise – a housewife’s work never comes to an end. Based on this notion, Dabur India Ltd has developed a new TVC for its Ayurveda-based health supplement Dabur Chyawanprash with the tagline ‘Zaroorat hai sabko’ that conveys the need of the supplement for all members of the family.

The creative director of the TVC is Prasoon Joshi and the creative team leader is Vivek Dhyani. Alliance Media Entertainment has produce the TVC, while Shantanu Bagchi has directed it.

The TVC features Amitabh Bachchan narrating the storyline of the TVC, where the husband and kid are made to take care of the household chores for a day, and they eventually acknowledge the daily hardships the mother goes through everyday. They accept that she too needs stamina and good health, and is hence required to take Dabur Chyawanprash. This marks the leap of the brand’s communication from ‘Zaroorat hai’ to ‘Zaroorat hai sabko’.

According to KK Chutani, General Manager-Marketing, Dabur India Ltd, “According to the industry watchers, the market size of health supplements is expected to be near Rs 300-crore, with Dabur Chyawanprash as the clear market leader. And therefore we totally support the communication needs of the brand across all media.”

Debashis Paul, Senior Vice President and General Manager, McCann Erickson, Delhi, said, “As per Dabur’s brief, the challenge was to establish the brand’s relevance. The awareness about the brand was prevalent, however the consumer was locked in a denial mode to use it on daily basis. In developing the TVC’s message, we tried to overcome the denial mode by a role reversal. This allowed the relevant question to be dealt with effectively, that everyone needs Chyawanprash.”

Satya Prakash, Business Director, McCann Erickson, Delhi, added, “Since Dabur Chyawanprash is meant for every member of the family, the communication is warm and embellished with emotions. The communication establishes the relevance of the brand for the hectic modern lifestyle.”

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