Dabur shows its ‘cool’ side as it tackles Vir Das’ take on Chyawanprash

In this digital era, moment marketing has become a strong weapon in brands’ marketing arsenal. Along with new age brands, now legacy brands like Hajmola and Dabur, too, are joining the bandwagon. 

Through the years, Amul is one brand that has been consistently ruling the outdoor space with its moment marketing campaigns, wherein its lovable mascot, the Amul Girl, is seen in various ‘in the moment’ situations, making a sharp and often witty observation. 

In this latest instance, Dabur India has sought to leverage comedian and actor Vir Das’ trip down brand nostalgia lane in his new Netflix Special, titled ‘ Vir Das For India’. The Original, which premiered on January 26, 2020, sees Das getting nostalgic about brands like Parle-G, Old Monk with tongue firmly in cheek and calling Chyavanprash “peanut butter… if you hate your children”! Das also talks about how Chyawanprash is the taste of the country, but how over the last 50 years nobody knows what is actually in Chyawanprash. 

This has proved to be just the opportunity for Dabur India to capitalise on for its Chyawanprash brand. Dabur joined the conversation by reaching out to Vir Das via social media, helping him with a full list of ingredients in Chyawanprash. 

But Dabur didn’t stop there. They even sent Das a package of the different variants of Chyawanprash that they have, including date and chocolate flavours, referring to the point that Das made in his Special – that Chyawanprash has always tasted terrible. 

Brand Dabur has been able to project its progressive and cool side with its organic interaction with Vir Das. Dabur has a little over 145 followers, compared to almost 400,000 followers of Vir Das. Seems like a win for Dabur! 

Will the other brands mentioned by Das like Parle-G and Old Monk, too, join the moment marketing fray? It’s a wait and watch.


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