Sehwag ‘masbooti’ to strengthen Dabur Laldantmanjan brand

Sehwag ‘masbooti’ to strengthen Dabur Laldantmanjan brand

Author | Malini Menon | Monday, Nov 29,2004 8:02 AM

Sehwag <i>&#8216;masbooti&#8217;</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.”

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