Campaign details

Brand: Dabur Real
Brand owner: Dabur India Pvt Ltd
Lead agency: MullenLowe Lintas Group, India
Country: India
Industries: Fruit & vegetable juices
Media channels: Social media, Television, Websites & microsites
Budget: 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, they consume them only occasionally, leading to an average household consumption of about 3 litres per year.

Part of the reason is the packaging format, dominated by 1-litre Tetra Paks, which restrict its consumption to mostly in-home. While Dabur Real, as well as other juices and nectars, is available in 200/250ml packs, the share of these smaller SKUs is only 9.3%.