In a bid to wipe off the ‘therapeutic’ image of its Rs 100 crore Hajmola brand, and give it a young look, Dabur India has decided to revamp its Hajmola tablet portfolio with new packaging and communication.
Hajmola tablets will now come in a sleek contemporary bottle instead of earlier yellow glass bottle associated closely with medicines. The company is also launching a new communication campaign with Mr Amitabh Bachchan who continues to be the brand ambassador for the product. “The new campaign captures the overall language of the brand in a fun filled, naughty and mischievous manner and is aimed towards appealing all age group between 6-60 years. The campaign, with tagline “Hazam Sab Chahe Jab” and made by Lowe, will be aired starting this month,” Dabur India vice-president marketing Devendra Garg said.
The company had, last year, redesigned its brand architecture wherein Hajmola was chosen as one of the five power brands that would be representing “Tasty and fun-filled Digestives”. In line with this strategy, the company launched “Hajmola Anardana Churna” and “Hajmola Fun2 candy” which are associated with fun and zeal, in addition to being digestives.
“Hajmola is the biggest brand in its category with nearly 75 per cent market share. The new campaign and packaging would certainly give a further impetus to sales of this brand that has seen a growth of 15-20 per cent this year. We will see more fun-filled digestive options under this brand in future. We also have plans to launch new variants in our candies and new format in the churna in future,” Mr Garg said.