Dabur has launched a campaign titled ‘Hajmola Ka Chatkara Kare Khana Complete’ in partnership with food service chain Nirula’s to promote its new Kacha Aam variant, wherein there will be free sampling of the new flavour at Nirula’s outlets in Delhi and NCR.
Speaking about the campaign, Rajeev John, Category Head – Digestives, Dabur India Ltd, told exchange4media, “The activation campaign is aptly titled ‘Hajmola Ka Chatkara Kare Khana Complete’. Accordingly, all Nirula’s outlets have been branded with attractive collaterals announcing this initiative. The activity is a great fit with Hajmola, which has always been tasty digestive tablet and has been strongly associated with post-meal digestion.”
The campaign, which was kicked off last week, will last for a month and will cover 32 outlets of Nirula’s in Delhi-NCR region. The brand targets to connect with more than 8.5 lakh consumers through this initiative.
Elaborating on the idea behind this campaign, John explained, “As a digestive brand, there has been a conscious effort to position Hajmola as a post-meal consumption choice of consumers. In this effort, the brand came up with the idea to engage with the consumers at the points of consumption of meal. Hence, we had initiated a brand campaign sometime back, engaging with roadside dhabas. Then we moved on to engage with the unorganised popular food joints in different localities in various cities last year. After the success of these campaigns, we wanted to engage with consumers visiting the organised food outlets for a meal. Hence, this campaign has been rolled out.”
On being asked why Dabur chose to collaborate with Nirula’s and not any other food chain, John replied, “Primarily for two reasons – firstly, the reach that Nirula’s has through its 35 outlets in Delhi-NCR helps us to reach out to a larger audience, and secondly, there is a perfect fit between the kind of clientele that Nirula’s has and the target consumer that Hajmola as a brand has.”
As part of the initiative, collaterals like tent card, standees and posters have been put up in all Nirula’s outlets. A consumer visiting a Nirula’s store would be given discount coupons on their next purchase of Hajmola bottles along with the free sample of Hajmola Kachha Aam.
The Kaccha Aam variant will be added to the current bouquet of four flavours from Hajmola already available in the market.