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...