Top Story

e4m_logo.png

Home >> Marketing >> Article

Balsara goes aggressive with the relaunch of Babool

21-November-2002
Font Size   16
Share
Balsara goes aggressive with the relaunch of Babool

Babool, the flagship brand of Balsara Home Products, has been re-launched recently. The New Babool's ad campaign with a punch line 'Subah Babool ki to din tumhara' has been conceived by McCann, Mumbai with creatives done by Prasoon Joshi and media account handled by Starcom.

To attract its target audience, the company is tapping the TV media with sprinkling of press ads. The advertising banks heavily on a jingle with exciting visuals. The company claims that for the first time, slice of life shots have been used in a toothpaste pack to enhance visual appeal and imagery. The new packaging highlights the family nature of the brand along with the natural properties.

Babool toothpaste and toothpowder first launched in 1988 generated a consumer franchise based on its 'Paisa Vasool' positioning. The New Babool retains the original brand value of being one of the most economical toothpaste in India with a competitive pricing strategy. A senior company official informed exchange4media that the company plans to expand the toothpaste market by offering consumers significantly better price points compared to the current brands.

The company claims that Babool toothpaste has the extract of Babul herb, which has been scientifically proven to have multiple oral care benefits. These include gum protection and plaque control. The product formulation has been tested to be equal in all consumer parameters with leading white toothpaste brand, the company further adds.

Balsara Home Products is a leading player in toothpastes, toothpowders, mosquito repellents, air fresheners, toilet cleaners, dish washing products market with leading brands like Babool, Odopic, Promise, Meeswak, Odonil, Odomos, Sani Fresh, Nafguard etc.

Tags

Siddharth Kumar Tewary, Founder, Chief Creative, One Life Studios and Swastik Productions, on owning the IP on his most ambitious project 'Porus,' the risk of recovering its cost and his distribution strategy

Webscale plans to build the brand around smooth operations for the e-commerce sector and then move on to demand generation

Shriya Ghate, Business Head, Tinkle, spills the beans on the company's vision for its special line of merchandise launched to celebrate its 37th anniversary, its pricing, marketing strategies, and more

Vivek Patni, Director of Wonder Cement, on the current marketing strategies and challenges that brand owners face

The New Realities study in India is its sixth year. Over 600 online interviews (per country) were conducted in seven countries, as a part of the study.

Rohit Bansal, Group Head of Corporate Communications, Reliance Industries Limited was speaking about the emerging tools of PR through Social Impact during his keynote address at IPRCCA 2017

Foster joins Y&R after serving as President, Global Clients for the Publicis Groupe; also was Worldwide COO and Chairman and Regional CEO, APAC and Greater China at Saatchi & Saatchi