How Dabur Chyawanprash found an unlikely champion in Indian mothers
Campaign Details
Brand owner: Dabur India Ltd.Agency: McCann Worldgroup IndiaBrand: Dabur ChyawanprashCountry: IndiaIndustry: Functional foods, supplementsChannels: Online video, Packaging design, Print - general, unspecified, TelevisionBudget: 3 - 5 million
Executive Summary
In spite of being a market leader in the Indian Chyawanprash category, Dabur had just 3% market penetration. As a child's dietary supplement, its challenges seemed insurmountable, namely, perception of being an 'old brand', unclear benefits and strong taste barriers. By...