Top Story

e4m_logo.png

Home >> Advertising >> Article

Sehwag <i>‘masbooti’</i> to strengthen Dabur Laldantmanjan brand

29-November-2004
Font Size   16
Share
Sehwag <i>‘masbooti’</i> to strengthen Dabur Laldantmanjan brand

A new advertising campaign featuring cricketer Virender Sehwag is soon to hit the tube endorsing Dabur Laldantmanjan. Little children will accompany him in the campaign communicating message – ‘pride in natural masbooti’.

For Dabur India, with a consolidated turnover of Rs 1,339 crore, this is one of the many campaigns lined up to create the desired impact after the corporate identity changes. On the total brand campaign, Sunil Duggal, CEO, said, “We have spent around Rs 5 crore for the campaign, which includes the commercials featuring Rani Mukherjee (for Dabur Anmol), Nikita Anand (for Dabur Vatika), Virender Sehwag (for Dabur Laldantmanjan), Mandira Bedi (for Dabur Amla) and the theme campaign with Amitabh Bachchan, the brand ambassador.”

On children playing a significant role in most of the commercials, Duggal said, “Most of the campaigns are with children as they symbolise youth and energy. This is the feel we wanted to give to our brand.” On the use of celebrities, he said, “We wanted the celebrities to add stature and authority to the brand by promoting the ‘well being’ factor.”

The Sehwag campaign by Bates India also focuses on ‘health and well being’. The two television commercials (40 seconds and 30 seconds) have been directed by Mahesh Mathai and produced by Highlight Productions.

Asked on the birth of creative idea, Executive Creative Director, Bates, Radharani Mitra said, “The brief they gave us was to work on ‘solid Indian daant’. We wrote scripts around the brand idea and found that the use of a celebrity was apt for the campaign.” On what led to get Sehwag for the campaign, she said, “We found that he embodies the brand values. He is down-to-earth, has flair, style and vitality, and is fit. The challenge was to use him effectively to communicate the message of fitness and well-being.”

Tags

Baba Ramdev brought his sharp wits for an interview with e4m where he promised to disrupt more markets and spoke about he the way he created a brand through consistent and selfless work

GroupM is in talks with several digital clients currently with its other agencies to shift them to Essence, which is looking at a major expansion plan in 2018

Thomas, Chief Marketing Officer, Diageo India, gives us a peek into the marketing strategy for McDowell’s No 1 Soda, its creation of ‘No 1 Yaari Jam,’ their own set of 4Ps and importance of content

NewsCode, a hyper local online news platform was launched last night with a network of over 350 local reporters in Karnataka and Jharkhand. Apurv Swarup, the co-founder talked to Exchange4Media about his vision

Voot, which is producing almost 4X content on an overall basis on the reality drama, is gunning for big numbers both on viewership and advertising revenue

YouTube today released its annual year-end edition of the YouTube Ads Leaderboard 2017 capturing the most celebrated ads that received maximum views, shares, and love from audiences across India

Real world study of Appier's network shows significant benefits of AI over traditional rule-based systems