Dabur launches consumer engagement programme at UP with actor Ravi Kishan

Dabur, one of the oldest and an important player in the FMCG space, has recently roped in actor Ravi Kishan as its brand ambassador and has launched a consumer engagement programme with him for the below the line promotions for Dabur Chyawanprash in Uttar Pradesh and Bihar.

The activity, spread over 45 days will cover 540 villages and reach almost 20 lakh people in both the states. Dabur India Ltd Category Head-Health Supplements Praveen Jaipuriar said, "Uttar Pradesh and Bihar are core markets for Dabur Chyawanprash. Dabur has been organizing various BTL activities across these markets to spread awareness about Chyawanprash and its immunity building properties. We felt it would be a good idea to lead our various BTL activities in these markets through a celebrity and who better than Ravi Kishan to address the masses in these markets as he is a superstar and a household name in these markets."

The company is promoting Dabur Chyawanprash as a natural immunity booster. 'Swasthya Chetna Abhiyan' is an extension of the company's school-contact programme - called Immune India in urban areas - to rural areas. The campaign's elements have been designed to create awareness by conducting health camps in rural areas. "Dabur Chyawanprash, as I mentioned earlier, is an immunity booster and people trust its goodness. The intent now is to take forward this goodness message and spread greater awareness about Dabur Chyawanprash's immunity building properties," Jaipuriar explained.

Jaipuriar said, "This is the first major activity post our signing up Ravi Kishan, and we are using the celebrity in this activation programme. Dabur Chyawanprash is a natural immunity booster, and people identify with this positioning."

"In the previous year, Dabur Chyawanprash had rolled out a mega immunity awareness drive in schools called 'Immune India' under which a sustained campaign was held to educate consumers about how building immunity would help them protect themselves from the various flus and viruses. 'Swasthya Chetna Abhiyan' is an extension of this school-contact programme to rural areas. The campaign's elements have been designed to create awareness by conducting health camps in rural areas," he further said.

The activity has five elements: free health check-up, engagement activities, movie screenings, spot sales and a meet and greet opportunity with brand ambassador, Ravi Kishan. "We have posted three branded vans, accompanied by three doctors each, which will go from village to village conducting the engagement activity and basic health check-ups. Patient registers with the health camp will also be maintained by the team," said Jaipuriar.

Dabur Chyawanprash has also introduced interactive games such as snakes and ladders, where snakes represent illness and ladders are Dabur Chyawanprash, with messages about the brand's benefit spread across the board. "We are also interacting with key opinion leaders like the Sarpanch and health workers, because they are the people who can spread the message further down to the masses. Our idea is to inform people that there are so many widespread diseases and the underlying problem is low immunity. Therefore, the task at hand was to educate them about the issue, which is low immunity, and how to boost it through Dabur Chyawanprash," he further explained.

In addition, movies of Ravi Kishan will be screened, along with inserts of messages about Dabur Chyawanprash. The company is also playing popular movie songs and scenes.

Dabur Chyawanprash is a health tonic that cuts across age-groups and is beneficial for one and all and is available is three packs: 250 gm for Rs 65 , 500 gm for Rs 120, and 1 kg for Rs 210. During the activation, sampling is being conducted with a small 100 gm pack of Rs 20.

The company has about 5-8 distributors in the 540 villages, which are supplied with the product every fortnight. The company is spending close to Rs 30 ' 50 lakh on this programme. The company usually spends about Rs 3-4 crore on BTL activities for the brand. However, it plans to increase spends this year.

According to IMRB, in Uttar Pradesh, the market size for Chyawanprash is 480 tonnes, of which Dabur has a share of 75 per cent. In Bihar, the market size for the category is 624 tonnes, of which Dabur has 71 per cent share.

Dabur Chyawanprash faces competition from other players like Ranbaxy Chyawan Active, Himalaya, Himani Sona Chandi, Zandu Kesari Jivan, Zandu Baidnath and other local brands.

This activity has received a lot of encouraging feedback. | By Janees Antoo [janees(at)adgully.com]