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Dabur’s smart marketing move during Delhi pollution crisis stands out

Reeling under heavy smog cover and high pollution levels, the Delhi Government’s Odd-Even ruling has come into effect from today (November 4, 2019), and for now is slated to continue till November 15. Delhi’s poor air quality, especially after Diwali and with the heavy burning of crop residue in the field of Punjab and Haryana, is dominating news. 

In a smart marketing move, Dabur has released its print campaign for its Chyawanprash. The print campaign sees the FMCG company publish a full page campaign on The Times of India for Dabur Chyawanprash, wherein it promotes the immunity boosting properties of the brand. 

‘Double Immunity’ has been the campaign peg of Dabur Chyawanprash in its earlier campaigns as well. The previous year saw Dabur releasing a TVC, which was targeted at mothers and brought to their attention how they could use the product to help improve their child’s immunity. 

Dabur has pegged the immunity aspect of their product successfully over the years. This is enabled them to gain over 60 per cent share of the chyawanprash category market, as per a report by Economic Times. Other brands in this category include Emami’s Zandu Sona Chandi Chyawanprash and Patanjali Chayawanprash. 

Emami talks about both benefits to the mind and immunity as the key reason to use the product. Watch the TVC below:

 

Patanjali highlights purity of its product. They claim that other brands have ingredients that could adversely affect one’s health, whereas Patanjali’s Chayawanprash is completely pure and do not fall back on celebrities to push the product.

Dabur is a clear market leader and now, it has take the lead in promoting immunity amid the pollution crisis in Delhi NCR.

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