Delhi smog: How Dabur leveraged moment marketing for its Chyawanprash campaign
Dabur along with Starcom released a print ad campaign in the Times of India for its immunity boost based product Chyawanprash
Delhi’s smog has been one of the most talked-about subjects in recent times. Many brands tried to make the most of this opportunity. To raise awareness about the hazardous situation through product marketing, Dabur along with Starcom released a print ad campaign in Times of India, for its immunity boost based product 'Chyawanprash'.
When asked why Dabur opted for this ad campaign during this time of the year, Prashant Aggarwal, Deputy General Manager, Dabur said, “Delhi’s air has become hazardous due to many factors combined namely from fires, firecrackers, etc. We had conducted a scientific study which confirms that Dabur Chyawanprash helps in providing protection from harmful effects of air pollutant PM 2.5. We wanted to educate consumers about the benefits of the product.”
Aggarwal further told us that the print ad campaign created a huge impact and the brand has done a similar campaign in the past which was a 2.5-page ad campaign. “We supported our print ad with digital communication as well.”
“Print and digital gave us the opportunity to immediately mount a campaign when we saw air quality levels going bad. We were of the view in such a scenario where people are facing so much breathing problems, we should not delay, but inform the consumer, and both of these mediums gave us the opportunity to mount it immediately,” Aggarwal informs.
So, is it topical marketing? “Every other newspaper, TV channel and people on social media were talking about the poor air quality. We wanted to be topical and immediate. While it is topical, it is also based on clinical evidence,” adds Aggarwal.
Not just Dabur, other brands also took the print route to raise awareness and cash in on certain memorable moments. Brands like Honeywell which featured actor Kareena Kapoor Khan as the brand ambassador, Hero Electric also went big with their #CodeGreen initiative, Uber’s #Leaveyourcarbehind also made it to the newspapers.
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