FMCG major Dabur India, with a consolidated turnover of Rs 1,339 crore, is gearing up for a new look. With the new corporate identity, which includes a change in the logo, the company has lined up new strategies for the coming year.
“In India we have identified new product initiatives, which would focus on South Africa and OTC segment as the growth driver in future. We are also acquiring the brand Honitus, a herbal cough formulation, for our OTC portfolio by April 1, 2005,” said Sunil Duggal, CEO, Dabur India.
As part of the new look Dabur India logo will be sporting the good-old banyan tree in a younger look — both in form and colour and the brand essence line will be ‘celebrate life’. This message would also be communicated through the new advertisements that would run through the media. The campaigns will feature Dabur brand ambassador Amitabh Bachchan celebrating life with the younger generation. Celebrities like Virender Sehwag (for Dabur Dantmanjan), Rani Mukherjee (for Dabur Anmol), Nikita Anand (Dabur Vatika) with Mandira Bedi (for Dabur Amla) will be joining Bachchan in communicating the new message.
On the brand campaign, he said, “We have spent around Rs 5 crore for the new promotional campaign and the creative thought behind the campaign was to promote well being and good health as means to get more out of life. Most of the campaigns are with children as they symbolise youth and energy. This is the feel we wanted to give to our brand.” Asked on Bachchan’s role, he said, “Big B will add stature and authority to the campaign by promoting well being.”
Interestingly, the logo has been changed after a lot of thought. The famous Banyan tree, which symbolised Ayurveda, is looking younger. And how? The tree trunk now mirrors three people with their arms raised – conveying exultation in achievement. The leaves represent growth, vitality, rejuvenation and renewal. The colour has been used to reflect the combination of tradition and modernity. The font will be an echo of the earlier font preserving its distinctive, established identity.
“Our belief is that Dabur’s brand equity had to become more cohesive and in sync with its brand architecture, therefore, we incorporated the change. At the same time, it was also important to maintain continuity because of which the banyan tree was preserved. It is closely identified with the brand,” added Duggal.