Q] Please elaborate on the ‘Exam Time’ idea. What was the brief given to the agency?
The core campaign idea was built on the insight that exam preparation time is increasingly becoming mentally stressful for kids, and sometimes even physically exhausting. Exam anxiety may even lead to a lack of concentration and inability to focus, resulting in overall fatigue, not to mention, anxiety. Dabur Chyawanprash is a proven health supplement that helps fight 100+ illnesses and is formulated with herbs such as Ashwagandha, Guduchi, and Amla that also provide cognitive benefits besides physical ones. The brief to the agency was fairly straightforward - to develop a hard-hitting commercial bringing this exam stress to life with a strong science-backed narrative, memorable fictional characters and a pinch of humour.
Q] What was the campaign duration and media strategy?
During the exam months, we planned a tight yet relevant media burst across TV, Digital and Print to generate quick top-of-mind awareness around this bold campaign. The intent was to reach out to concerned mothers who want a suitable health supplement for their kids.
Q] With consumer healthcare brands stepping up their ad-marketing efforts post-pandemic, how critical has it become for you to reach your customers?
The pandemic has emphasised how brands loved by consumers, need to keep building credibility to stay relevant with today’s ever-evolving needs. They are on their toes to capture attention in meaningful ways. However, embracing diverse audiences is the key to unlocking future value. We meticulously ensure that our media mix happens across a well-chosen basket of affinities and interests, keeping our core consumers in mind.
Q] How do you ensure the brand stays top-of-mind for consumers year-round?
For an iconic brand like Dabur Chyawanprash, which has been in existence for about 75 years, the pool of brand-aware consumers is vast. However, the challenge is to keep dialling up top-of-mind, especially when the need for the product is high. We have built trust around monsoons and winter when the risk of infections is high. Similarly, exam time was one such attempt to enable consumers to get the best health benefits from the daily consumption of Chyawanprash.
Q] What are the new consumer healthcare marketing and advertising trends, and how is Dabur exploring them?
We are constantly trying to keep abreast of technological trends, from using CGI-based animation to making our creatives more engaging, and even using precision targeting in Digital. We identify key consumer trends via Social Listening to decide on the ingredients during our product development process. We are also using Artificial Intelligence to upgrade our packaging options to match this generation’s vibe.
