Top Story

e4m_logo.png

Home >> Advertising >> Article

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

29-November-2004
Font Size   16
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

Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.

Exchange4media interacted with Jaspreet Chandok, Vice President and Head (Fashion) , IMG Reliance Pvt. Ltd on seamless brands integrations planned for Lakme Fashion Week, walking tall despite blazing trails like GST, demonetization and being a part of the larger cultural space

Their strategy to educate the consumers to make well informed decisions at all stages has worked out well.

Bobby Pawar, MD, CCO - South Asia, Publicis India, talks about his idea of chilling out

WhatClicks promises to be an unbiased, objective, third-party audit firm that will work with advertisers and agencies alike to help build an effective and integrated digital strategy.

V-Guard Industries, a household name for consumer electrical appliances in India, has revamped its logo in order to reflect the strength gained by the brand over the years. The company has also unveil...

The report reveals that there has been nearly 5 times more growth in video consumption in the last 12 months, with 96 percent of all usage being focused on long form video