While last year Dabur India launched its Red Toothpaste with STAR Parivaar awards – a property of STAR India television, this year the FMCG major is looking at a repeat performance. This time the awards will mark the launch of another new product Dabur Anmol Shampoo. “It proved to be an excellent platform to launch a product last year and hence we decided to launch Anmol this year with STAR again,” says Sharad Goel, Head, Corporate Communication, Dabur India.
Throwing more light on Dabur’s reasons to associate with STAR Parivaar, Goel adds, “Given the mass appeal of STAR TV, the brand makes a perfect fit with the awards. We realised that STAR Parivaar played a critical role in creating awareness around the new product. In the past year, Red Toothpaste recorded a phenomenal growth and one of the reasons behind it was this association.”
Goel explains that this is precisely what the corporate house is expecting this year, “It was their first attempt last year. The popularity of the awards will increase this year and so we are expecting better results.”
STAR India is betting on the anticipation that the popularity of the awards would increase this year as well. “The response from advertisers is already indicating that,” expresses Kevin Vaz, Head, Sales, STAR India. “We sold all slots in a week’s time and two months before the event. Last year we had one main sponsor and three associates, this year the latter increases to eight associates.”
Vaz informs that STAR has increased the event’s ad rates this year. “The last year’s performance was brilliant. Naturally, we are expecting making it better and hence is the increase, despite which the response is good. We have new advertisers this year. Importantly they come from different categories. From FMCGs to cement to hardware, which means, that irrespective of TG, advertisers consider STAR Parivaar as a good medium to address their audience.”
The new advertisers on the property this year include the likes of Electrolux, Intel, Promise Gel from Balsara, Heinz, Glucon D, Gujarat Ambuja Cement, Goa Tourism, Godrej Renew Hair Colour and Fairever amongst others.
Explaining more on what the Parivaar means to the advertiser, Vaz remarks, “Parivaar is treated like a cricketing activity. With the curtain raiser, the ‘Jodi No 1’ episode, the event, the post-event, all put together, it is almost a month’s activity, which includes cross channel promos. Dabur Red Toothpaste is only an example of the kind of mileage a product can garner. Parivaar definitely means impact for advertisers.”