Dhoni, Big Bee join hands to sweeten Dabur honey

Dabur, which has been projecting Dabur Honey as a healthier alternative, is now driving the message harder with Mahendra Singh Dhoni and Amitabh Bachchan featuring in its latest commercial, reports Saurabh Turakhia.

With more people getting conscious about health and hazards of sugar intake, honey companies are wasting no time in pushing the natural sweetener as a better alternative with lesser calories.

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Dabur, which has been projecting Dabur Honey as a healthier alternative, is now driving the message harder. Its latest commercial features Mahendra Singh Dhoni, who was recently brought on board as the brand ambassador, and Amitabh Bachchan driving home the point. The campaign is developed by Lowe India.

The company is keen on outwitting other honey companies by converting more consumers in to Dabur Honey users, even going to the extent of using mass media to promote the brand.

Sharing statistics, Praveen Jaipuriar, senior marketing manager (health supplements), Dabur India said, “The branded honey market in India, which includes government-produced honey, stands at around Rs 140 crore today. It is still very small when compared to the around Rs 40,000-crore sugar industry in India.”

Dabur India started its ‘Drop Sugar, switch to Dabur Honey’ campaign in December 2006 with Amitabh Bachchan as its brand ambassador. Jaipuriar claims that Dabur Honey recorded over 20 per cent growth in 2007-08 to become a Rs 100 crore brand. “Dabur Honey is today the second largest brand in Dabur’s Health Supplements portfolio,” he added.

The decision to rope in Dhoni is to promote Dabur Honey more extensively, especially among younger generation. The company is making all efforts to turn honey, the usage of which was largely restricted to medicinal and religious purposes, into an item of widespread daily use.