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Dabur’s Real moves to Dhar & Hoon, to hike ad spends by 40%

14-January-2002
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Dabur’s Real moves to Dhar & Hoon, to hike ad spends by 40%

Dabur Foods Ltd. has shifted the advertising account of its fruit-based drinks Real from Contract Advertising, Delhi, to Dhar & Hoon. Dabur. Dabur will however retain Contract to handle the sub-brand Real Activ. The account is estimated at Rs 3-4 crore.

Dabur also plans to increase the advertising spends for the brand by nearly 40 per cent. Today the advertising and marketing budget for the brand is nearly Rs 8 crore.

Real, launched in 1997, has more than 50 per cent share in the Rs 100-crore natural fruit juice market and contributed over 75 per cent to Dabur Foods’, a 100 per cent subsidiary of Dabur India, sales turnover last fiscal.

According to industry sources, the company is eyeing a turnover of Rs 60 crore in the coming year, which is an increase of nearly 50 per cent. According to the company, it has seen a growth of 44 per cent this financial year as compared to last year’s 34 per cent. The company’s endeavour will be to expand its consumer base to grow the total pure juice market in India, which is estimated to be Rs 90 to 100 crores.

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