Date Crown and Schbang launch the ‘King of Dates’ campaign

Date Crown by Agthia group is a leading UAE based food and beverage company. With an aim to expand its awareness and penetration in the Indian market, the brand launched the ‘King of dates’ campaign with Schbang as their creative partner.



A symbol of rich heritage and traditional excellence, Date Crown’s campaign ‘King of dates’ reflects the brand's ethos- a royal choice of luxury date sourced from the United Arab Emirates. The campaign is launched through a fun-filled TVC highlighting dates' quality and nutritional benefits, reinforcing the brand's royal credentials. You can watch the film here. Targeting southern regions, the film is also available in Telugu, Malayalam and Kannada.

To develop effective communication and gain a deeper understanding of the Indian consumer of dates, Schbang’s Consulting and Research team worked with Date Crown to implement a "Voice of Consumer" study to understand various levers around date consumption in India. Consumers from different age groups and cultural backgrounds were interviewed to understand the consumption patterns and barriers to the consumption of dates in different regions of India.

The study helped identify the right positioning, communication, and media channels to take Date Crown to the masses. The team also went on-ground, did mystery shopping across various markets, and met dealers, chefs, and other stakeholders from the B2B segment to understand the push-and-pull levers.

Based on the research, the amplification was done in southern regions of India on digital platforms like Google, META, and leading OTT platforms. As a result of the omnichannel media approach, the campaign has already garnered 37.4M+ reach, 155M+ impressions, 575K+ clicks and 75M+ views - within a month of the launch.
On the launch, Paul O’Neill, Vice president Marketing, said, ”India is a key market for our growth agenda and investing in building the Date Crown brand is key to the long-term success of this agenda. Our partnership with Schbang is a great stepping stone in building a strong Date Crown brand.”

Commenting on the campaign, Amisha Gulati, Executive Vice President, said, “The task at hand was to increase awareness, penetration and make Date Crown the household name for dates in India. This was done by establishing a direct connection between the consumer and the quality of the product. During the research, we discovered that consumers associate superior quality dates with origin thus, we used this insight as part of our key communication and established Date Crown as the 'King Of Dates.'” 

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