Dabur Honey, the world’s leading honey brand, has launched a new television campaign to raise awareness about the growing obesity challenge in India. The campaign, titled "Take the First Step," features Bollywood superstar Akshay Kumar, known for his disciplined lifestyle, who encourages Indians to prioritise fitness and healthy eating habits.
The TV commercial, which combines the star power of Kumar with practical health advice, positions Dabur Honey as a key component in promoting a healthier lifestyle. In a creative twist, the actor not only appears in the ad but also lends his voice to the campaign’s theme song, urging young adults to incorporate Dabur Honey mixed with warm water into their daily routine, alongside maintaining an active lifestyle.
The campaign comes in response to alarming statistics around obesity in India. According to a published study by The Lancet, approximately 44 million women and 26 million men over the age of 20 in India are obese, highlighting the country’s rising health challenge. The cause of this issue is largely attributed to sedentary lifestyles and poor dietary choices.
Speaking on the launch of the campaign, Varun Gattani, Category Head – Marketing at Dabur India, explained, “Over the years, Dabur Honey has championed the movement for better health by promoting regular fitness routines and the inclusion of honey in one’s daily diet. The slogan ‘Take the First Step with Dabur Honey’ represents the start of a mission to tackle obesity, which is linked to both physical inactivity and poor eating habits."
Mr Gattani also mentioned that Dabur Honey is the only leading honey brand that has been clinically tested for health benefits, including a reduction in waist size after 90 days of regular consumption with lukewarm water, a balanced diet, and an active lifestyle.
Akshay Kumar, whose own lifestyle is a testament to his commitment to fitness, said, “For me, fitness is a way of life, and being able to sing for this campaign felt like a natural extension of what I already believe in. It’s a fun, creative way to inspire people to make healthier choices. I believe small but consistent steps today can lead to a healthier tomorrow for everyone.”
The campaign has been conceptualised by Havas Worldwide India, with Anupama Ramaswamy, Joint MD & Chief Creative Officer, stating, “The new Dabur Honey campaign is about more than just promoting a product; it’s about driving positive change across India. Our mission is to encourage people to become fitter and inspire a healthier future for all. We want to empower millions who struggle to start their fitness journey amidst their busy schedules and confusion about where to begin.”
Dabur Honey's new campaign is not only a call to action for better health but also a reminder that small, consistent steps can lead to significant changes over time.
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