Dabur Chyawanprash: Beefing up mom's nutrition army with immunity
Tathagata Chatterjee
Campaign details
Brand owner: Dabur IndiaLead agency: McCann WorldgroupBrand: Dabur ChyawanprashCountry: IndiaIndustry Non-prescription, OTC productsChannels used: Content marketing, Events and experiential, Internet - general, Internet - microsites, Magazines - consumer, Newspapers, Packaging and design, Point-of-purchase, in-store, Public relations, Social media, Sponsorship - media, TelevisionMedia budget: 1 - 3 million
Executive summary
Herbal immunity booster Dabur Chyawanprash overcame mothers' inertia over purchase by convincing them that an adult diet did not provide children with complete immunity.
Dabur...