Dabur Chyawanprash: "Immunity ka bigg boss" - how a simple integration was converged into a brand advocator.

With this campaign, Dabur Chyawanprash, an Ayurvedic healthcare brand, associated itself with an Indian reality TV show in order to boost awareness.

Dabur Chyawanprash: "Immunity ka bigg boss" - how a simple integration was converged into a brand advocator.

Mimi Deb, Vikram Pareek and Subodh Bhatt

Campaign details

Brand owner: Dabur IndiaLead agency: Maxus India and Adbur IndiaBrand: Dabur ChyawanprashCountry: IndiaIndustry Non-prescription, OTC productsChannels used: TelevisionMedia budget: 1 - 3 million

Executive summary

This case study describes how the 125-year-old heritage brand, Dabur Chyawanprash (an Ayurvedic formulation for building immunity), was losing its sheen in India due to various immunity boosters on the market. The brand had also been...

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