Dabur Lal Tail, engaging mothers of infants, promoting health awareness

Samajdhar Maa, Swasth Bacha is the recent rural activation campaign which has been undertaken for Dabur Lal Tail in Chattisgarh and Madhya Pradesh. This 60 day activity was flagged off in the first week of December 2010.

With Ogilvy Action as the activation agency, this campaign is targeted at 1 lac women in 5000 plus villages and towns which includes upcountry and sub-urban areas.

The basic aim of this campaign is to address and engage mothers of infants through a health check-up for the infant and puts forth the benefits of Dabur Lal Tail through demonstrations and information dissemination.

Dabur India Ltd Category Head-Digestives & Baby Care, Rajeev Joh said, "The idea behind this campaign has been to establish the functional benefits and superiority of Dabur Lal Tail over ordinary oil through consumer awareness and education."

This programme undertakes the initiative with mothers being the primary target and also with the association and endorsement of doctors and RMP for reinforcement and sustenance. As every mother has a natural desire for her child to be healthy and growing faster and emerging stronger

This leads her to adopt the best practices in infant care and anything that delivers beyond the "normal' in the child's development is considered. Joh further said "Understanding this, the Dabur Lal Tail campaign has been designed to educate the primary TG i.e. the mother about the clinically proven benefits of Dabur Lal Tail. In the research, it was clearly proven that babies who were massaged daily with Dabur Lal Tail in comparison with no massage experienced 2 times faster rate of increase in weight and height. Doctors from the Pediatrics department of Jawaharlal Nehru College conducted a clinical research under stringent rules and measures where the effect of massaging a baby with Dabur Lal Tail was compared with the effect of other massage oils, talcum powder and no massage."

Therefore Dabur Lal Tel is being positioned as an essential ingredient in building a strong foundation for the child's growth. This campaign will highlight the clinical claims established through research and communicate the "Two times faster growth' aspect.

A mobile health camp was undertaken for a day in town which saw a clinical examination of the infant health through doctors ensuring credibility. "We have also involved local influencers like rural medical practitioners/doctors to bring in credibility to the campaign and build sustenance for the brand message. Dabur Lal Tail's massage helps in strengthening baby's bones and muscles and is proven safe and effective for better overall physical growth of babies, and these benefits are also shared with the influencers," Joh added.

Leaflet and coupons were distributed a day prior to the main activity. Also posters and hangers were put up at retail and chemist outlets. The activation will also see distribution of infant health cards and trial generation through sampling. Till date, about 40 villages have been covered and 8900 mothers and 269 chemists and retailers have been contacted. Dabur has received positive feedback on this initiative and also establishes that this project helps in the larger health awareness.

Rajeev Joh commented, "The response has been highly encouraging. We have already covered more than 50 villages and reached out to over 10,000 mothers and more than 270 chemists. People are now thronging the mobile health check-up van in large numbers."

"Although this is a brand promotion campaign, it definitely helps in driving the larger health awareness message of "Healthy Child, Wise Mother". Considering the fact that this programme helps us reach out to a large number of babies and mothers in the remotest of villages, we are also offering free health check-ups to these villagers, and the campaign has adopted an integrated design of addressing the social issues of rural child health and maternal care," he further explained. | By Janees Antoo [janees(at)adgully.com]