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Dabur pumps in Rs 7-8 cr to rebrand Real; uses DTH advertising for the first time

02-December-2010
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Dabur pumps in Rs 7-8 cr to rebrand Real; uses DTH advertising for the first time

FMCG major Dabur has undertaken a 360 degree rebranding exercise for its brand Real and has introduced new packaging, a new brand ambassador and communication activities. The company has reportedly spent close to Rs 7-8 crore on the whole exercise.

Currently, the brand is going ahead with the 360 degree communication plan, which includes innovative OOH campaign in select cities, in-cinema advertising, TVC, radio, DTH and print advertising.

Fruit Power
Explaining the need for a ‘re-do’, Amit Shah, Brand Head, Real, Dabur India Ltd, told exchange4media, “Réal is the pioneer in the packaged fruit juice market in India. When we started off, the idea was to educate consumers about taste since this was a big category barrier. Over the years, consumers have accepted the taste and loved it. And now, we are educating consumers about the nutrition aspect of our juices. Hence, we decided to go for a rebranding. The new logo reflects the natural freshness and the nutrition connect is established better.”

The brand has done a complete makeover of the packaging of its existing range of juices and nectar, and according to company officials, the new six layer packaging, which is contemporary in its looks, keeps the nutrients intact for a longer period of time.

So, is it a youth-centric approach? “More than being youth-centric, the objective has more been to highlight the properties that the brand stands for. Orange denotes the energy of the sun and Réal fruit juices are a natural source of energy, and so the new Réal packs now come in Orange. The background denotes a rising sun and thereby exudes energy. Also, orange cues naturalness and nutrition and hence, augurs well for the brand,” Shah explained.

The brand, with the help of Lowe Lintas, has brightened its logo colour and the addition of green leaves and water droplets depict freshness and naturalness. The words ‘Fruit Power’ has also been integrated in the logo to further enhance the nutrition connect. Moving away from the earlier depiction of sliced fruits, full fruit images are now depicted on front of the Réal pack.

Direct to Home Advertising
Meanwhile, this is the very first time that Dabur is using Direct to Home advertising as part of the campaign for Real. The brand has partnered with major DTH operators like Tata Sky, DishTV and Airtel for this. Elaborating further on the decision, Shah said, “DTH is fast evolving as a very effective and strong tool for us to communicate with the consumers. By tying up with the three major DTH operators, we have been able to reach an estimated 13.5 million households in the country, which is almost 75 per cent of the DTH universe. Apart from giving us the reach, it also gives us the liberty of not being dependent on the channel choice of the viewer, as irrespective of which channel the viewer is watching, the communication of Réal is catching the attention of the consumer. Another interesting aspect is that it also gives the brand unduplicated reach, which makes this medium even more effective.”

This apart, actress Sonali Bendre has been roped in as the new brand ambassador. A new TVC has already been shot, which will be aired across major GECs, while a national print advertising campaign is also being rolled out.

Speaking on the digital plans, Shah said, “We have not included online or digital media at the moment in the plan, considering the fact that our primary TG is the mother in the house. But yes, going forward, we would be using social media as a medium to connect and engage with the TG.”

Campaign Trail
Meanwhile, the outdoor campaign coverage includes key markets like Delhi, Mumbai, Chandigarh, and Bangalore, and involves innovations in the form of cut-out billboards, neon billboards, 3D hoardings, etc. On the other hand, radio has especially been used to reach out to the TG in Chennai.

When asked if Dabur was willing to tap the rural market too, as the promotional campaigns appeared to be city-based as of now, Shah replied, “This category is still at a nascent stage in India and is more driven by the urban markets than the rural. Hence, the focus has been on urban markets for us too. But, as we go forward, we are adding on more and more number of smaller towns in our distribution network and to reach out to a larger consumer base.”

Lowe Lintas is the creative agency on board for brand Real, while Maxus is the media planning agency. Media buying is being handled by their in-house agency, Adbur, while OOH is being handled by Zebra and Pioneer, Fourth Dimension and SOI Live Events jointly. Marketing is handling their general trade branding and Live Events is managing Modern Trade branding, additionally.

 

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