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Réal bets big on digital for its repositioning

04-May-2012
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Réal bets big on digital for its repositioning

Réal, a fruit-based beverage brand from Dabur, has launched a new ‘Happy is Healthy’ positioning for the brand. For the same, the brand has launched a robust 360-degree campaign for which the brand is for the first time using digital media in an extensive way by launching a dedicated website.

A strong presence is also built across social media platforms such as Facebook and YouTube apart from being present on traditional medium such as television and print.

Elaborating on the new initiative, Arvind Shukla, Category Head, Réal said, “Kids normally don’t like healthy foods such as raw fruits and vegetables. This is a daily challenge for a mother as she struggles to take care of the daily nutrition needs of her child. Based on this insight, Réal has come up with this new proposition of ‘Healthy is Happy’ wherein the brand talks about providing health in a tastier format. “

As part of the initiative, a new TVC series featuring brand ambassador and celebrity mother Sonali Bendre is being aired across major GECs and kids channels. A robust print media campaign is also being undertaken.

For the first time the brand is taking the digital media route. The brand has activated its Facebook timeline along with a YouTube channel. While the Facebook page is providing users with interesting tips on healthy yet tasty nutrition and is going to run various exciting contests for further consumer engagement, the YouTube channel hosts a number of custom videos that help consumers make interesting healthy and tasty mocktails using Réal fruit beverages. The brand will also go on-ground with an extensive consumer activation programme around the ‘Healthy is Happy’ proposition.

“The brand has been growing at a rate of more than 30 per cent over last year. With this new campaign we intend to further accelerate this. We have also just introduced another variant – Réal Plum, the first plum beverage in the Indian market and have seen encouraging response for it,” added Shukla.

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