Dabur India has roped in Leo Burnett to assist it with its advertising strategy for Back-aid, an over-the-counter (OTC) backache remedy. The proposed television commercial for Back-aid would focus on the product’s USP of being the "most effective pain relieving ointment".
According to the company sources, Back-aid is backed by extensive clinical and consumer studies. Clinical studies done by the Dabur Research Foundation at AIIMS, New Delhi and NIPER, Chandigarh, prove that the product is twice as effective as other comparable ointments.
The Rs 140-crore backache remedies market is currently dominated by Iodex (with a 49 per cent share) and Moov (34 per cent share) and Dabur is looking at garnering an eight-10 per cent share in the first year. Back-aid is priced at Rs 26 for a 25 gm tube as against Rs 23 for Iodex and Rs 27 for Moov.
Dabur has also introduced antiseptic cream, Boro Glow, marking its entry into the skin care segment. The product comes with an introductory offer of "buy one, get one free". Boro Glow is available in a 20 gm tube, priced at Rs 12.
The company may also examine the option of synergistic product combinations within its portfolio as part of its strategy. Dabur had earlier offered Dabur Lal Tel and Dabur Janam Ghutti as a combination and which proved quite successful. The Rs 230-crore antiseptic cream market is currently dominated by Himani’s Boro Plus with a 49 per cent share, Boroline with a 28 per cent share and Paras Pharmaceuticals’ Boro Soft with a 17 per cent market share.