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Dabur Chyawanprash: Stretching relevance

Dabur Chyawanprash keeps reinventing itself to stretch out to a larger audience and then more specific users, writes Ritu Tripathi.

business Updated: Jan 03, 2008 20:46 IST
Ritu Tripathi
Ritu Tripathi
Hindustan Times

After Cadbury, this brand is probably the next one to stretch out from being relevant for children to being relevant for everyone. Dabur Chyawanprash, around since its tin-pack inception in 1949, has moved forward in its communication appeal of

Zaroorat hai


Sabko zaroorat hai

, using Amitabh Bachchan to drive the message home through advertising. The ad campaign has moved forward from the mother spending a day in her son's place and creating the point that Dabur Chyawanprash is needed by active children daily, to a father and son taking the mother's place in a day full of house management to realise how strenuous it can be. The humorously delivered mock reprimands and punchlines by Bachchan the


drive the message home.

The message that Dabur Chyawanprash is everyone's need is not just in the medium (via the TV commercials). It's also in the brand's stretch to address more contemporary issues such as general health, diabetes and stress. Dabur Chyawanprash variants ChyawanShakti, for stress relief, and Dabur ChyawanPrakash, are sugar-free variant, are expected to make the brand's stance that everyone needs it, relevant.

Recently, Dabur also announced its entry into the malted food drink market with the introduction of ChyawanJunior, a chocolate-flavoured granular variant of Dabur Chyawanprash.

In the estimated Rs 300 crore chyawanprash market, Dabur enjoys a seemingly unshakable market leadership with a 61 per cent share (2006-07, according to AC Nielsen Retail Audit). KK Chutani, GM (marketing), Dabur India, says it's because the brand has remained relevant for consumers across the years. "As health needs vary across age groups, Dabur Chyawanprash becomes relevant for kids as it provides immunity and for adults it provides strength and stamina. This approach of addressing distinct health needs of different consumer segments is what we call the relevance strategy. The strategy also revolves around consumer insight that when it comes to taking care of health on a day-to-day basis, people are more concerned about their loved ones than about themselves." As played out in the current ad campaign.

The other thing, Chutani points out, in Dabur Chyawanprash's continuing strength and growth, is the fact that its core positioning remains unchanged. "The basic positioning remains the same, but the brand message has been changed to help current consumers better identify with the brand and also to establish the age-old Chyawanprash's relevance even in today's world."

So, from "A tried and tested natural health tonic for the family" to

Kare bhitri shakti ka vikas


Andar se

strong and

Bimariyan door, osh bharpur

the current


series, the brand's core message has been consistent. To add dynamism, the

Androoni Shakti

proposition was carried forward in the form of

veer ras

with a new pack introduced by Amitabh Bachchan, along with films on everyday heroes such as an athlete and a journalist. The idea was based on the fact that there's a hero in all of us and by having Dabur Chyawanprash, this hero manifests in everyday situations. Then came another campaign with Amitabh and Vivek Oberoi, before the current role reversal TVCs.

In establishing and owning the proposition that chyawanprash (Dabur Chyawanprash) is an essential health tonic for everyone and playing the leader's role in growing the category through the launch of relevant variants, Dabur is ensuring its place in the lead position in this category.