Dabur: IMMUNE INDIA

Credits & Description:

Category: Event and Field Marketing
Advertiser: DABUR INDIA
Product/Service: FOOD SUPPLEMENT
Agency: JAGRAN SOLUTIONS (http://www.jagransolutions.com/)
Date of First Appearance: Oct 12 2009 12:00AM
Entrant Company: JAGRAN SOLUTIONS, New Delhi, INDIA
National Head: Ambika Sharma (Jagran Solutions)
National Opeations Head: Pankaj Raj Kumar (Jagran Solutions)
Senior Account Planner: Jitendra Rajora (Jagran Solutions)
Group Account Manager: Ankur Rajgadhia (Jagran Solutions)
Senior Group Account Manager: Sachin Sethi (Jagran Solutions)
Media placement: On-Ground - School Contact Program - 12 October 2009
Describe the objective of the promotion.
Dabur wanted to break the myth and highlight the actual benefit of the product, which is “Chyawanprash builds immunity”.So, Dabur wanted to reach out to the parents in a trusted manner while highlighting its key benefits. Also, through the program they wanted to increase the product trial.
Describe how the promotion developed from concept to implementation
Immunity Challenge Concept:The concept is about Internal Power(Immunity & Strength). Each child was given a Chyawanprash super mum slogan contest form. Mothers also have to go through a self-assessment immunity test for kids and score it, which need to be filled in the space provided for the immunity check. Mothers had to write a slogan for Chyawanprash & Immunity; words about"My Immune Family & My Immune India…………………"They have to buy the Chyawanprash pack and attach the label of the Chyawanprash along with the contest form.They have to submit their entries at the drop box in their schools.
Describe the success of the promotion with both client and consumer including some quantifiable results
Educated 7 lac + kids about immunity benefits.7.5% (56000+) redemption with wrappers. Sampling done and 8% redemption of Chyawan Junior.90% participation from principles and school management.
Explain why the method of promotion was most relevant to the product or service
A contest involving captain of Indian Cricket Team M.S. Dhoni, targeted at kids, parents and school administration.Kids: Join Dhoni’s team of Immunity Ambassadors.Parents: Voice your opinion on the health of kids and check their immunity.School Authorities: Stand as custodians for internal strength of kids.Enter the contest via entry form and attach wrapper of Dabur Chyawanprash.