Dabur Real: Getting India to drink more juice, one small pack at a time

Dabur Real, India's market leader in juices and nectars, found a new occasion for consumption, growing sales of its own brand and the category as a whole.

Campaign details

Brand: Dabur RealBrand owner: Dabur India Pvt LtdLead agency: MullenLowe Lintas Group, IndiaCountry: IndiaIndustries: Fruit & vegetable juicesMedia channels: Social media, Television, Websites & micrositesBudget: 1 - 3 million

Executive summary

Dabur Real, India's market leader in juices and nectars, found a new occasion for consumption, driven by its smaller SKUs, thereby growing consumption for the category.

The brand is the market leader in the juices and nectars category, with over 50% market share, but the category is relatively small. While consumers know juices are healthier,...

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