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.