New-look Dabur Chyawanprash gets the ‘Dhoni touch’

New-look Dabur Chyawanprash gets the ‘Dhoni touch’

Author | Pallavi Goorha | Friday, Nov 07,2008 6:32 AM

New-look Dabur Chyawanprash gets the ‘Dhoni touch’

Close on the heels of signing up India captain MS Dhoni as brand ambassador, Dabur India Ltd has come up with a TVC that is breaking across all entertainment and news channels on November 10. The TVC will convey the new packaging for Chyawanprash and all its variants.

Ad and feature filmmaker Pradeep Sarkar has directed the TVC, while the production house is Apocalypse Filmworks.

The new Dabur packaging comprises a leaf and the use of bold red colour suggesting growth, energy and rejuvenation of Dabur Chyawanprash. The new packaging has been designed by an Australian design house.

Praveen Jaipuria, Senior Marketing Manager - Health Supplement, Dabur India, said, “The brief we gave to McCann Erickson (the agency handling the account) was to make the brand relevant to the youth. The concept was to connect with the youth better.”

The new campaign featuring Dhoni makes an aggressive attempt to establish the relevance of Dabur Chyawanprash in an increasingly tough and demanding lifestyle for youngsters. The TVC talks about Dhoni’s advice to youngsters about the formula of winning on the field – is it fitness or action? The ad also talks about Dhoni and how Dabur Chyawanprash gives him the ‘anderooni shakti’ (inner power) of a fit body and an active mind.

Ashish Chakravarty, Creative Chief, McCann Erickson Delhi, said, “The brief we got from Dabur was to promote Chyawanprash as the tonic for one’s body and mind. Dhoni, the brand, is rooted inside India and stands for a person who is physically and mentally fit. The basic message that we have tried to convey through this campaign is Dhoni’s attitude is about perfect balance of body and mind. He explains this formula of winning to kids.”

“The campaign is a 360 degree initiative comprising print, TVC, radio, outdoor and below the line activities like school contact programmes and the Internet,” Jaipuria said.

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