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Dabur’s Digital Transformation For the Modern Indian Women

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About Company:

Dabur (Dabur India Ltd.) Founder Dr. Daktar Burman is the fourth largest Fast Moving Consumer Goods (FMCG) company in India with consolidated Revenues of over INR 7,800 Crores and Market Capitalisation of over INR 46,600 Crore (at the end of 2014-15). Building on a legacy of over 130 years, Dabur is today India’s most trusted name and the world’s largest Ayurvedic medicine & related products manufacturer and Natural Health Care Company. Today, Dabur has a portfolio of over 381 trusted products spread across 21 categories and over 1,000 SKUs. Dabur was founded in 1884 by Dr. S. K. Burman, a physician in West Bengal, to produce and dispense Ayurvedic medicines. Dr. Burman designed Ayurvedic medication for diseases such as cholera and malaria. Soon the news of his medicines traveled, and he came to be known as the trusted ‘Daktar’ or Doctor who came up with effective cures. The Dabur name is derived from the Devanagari rendition of Daktar Burman.

Dabur India’s FMCG portfolio today includes five flagship brands with distinct brand identities: Dabur as the master brand for natural healthcare products, Vatika for premium personal care, Hajmola for digestives, Réal for fruit-based beverages and Fem for facial bleaches and skin care.

Business Objectives:

To connect with Approx estimate of 80 million women who are using Internet. To effectively use the digital media and to provide consumer a new experience in terms of the company’s approach towards the people and explore the effectiveness of the digital world.

Approach:

YouTube

For 30-40 years, Dabur was primed into using traditional media, but realised that digital is a great fit for the transformation of Dabur brand for the Modern Indian Women .
There are 80 million women on the internet, and Dabur speaks to all of them, so it made perfect sense to embrace Digital really fast.

Effectively used Digital  space for storytelling and two-way communication, with the social  idea of ” Brave And Beautiful” storytelling to interact with the users through  a compelling storytelling. and salute the women who have bravely fought cancer and have survived it beautifully. Digital experience was expected to be a great space to be and give the consumer a different experience”This is not advertising, this just takes the consumer engagement to a different level altogether.”

Tag line “Beauty is not always what you see outside, a lot of it is what is inside”. A compelling story to the modern women about cancer survivors with a message  also wanted to tell cancer survivors that they have fought cancer, they are brave inside and that is what makes them beautiful.”

“This is not advertising, this just takes the consumer engagement to a different level altogether.” – Archan Banerjee (Head Digital Marketing, Dabur India Limited)

Results:

The  4minute video got 3 million hits on the day one like as and sharing . With an analysis report done with your tube there was 11 % in brand name Vatika. This was consumer engagement to another level with 245% increase in ad recall. The overall experience with Google showed digital space to be a very effective media and a is greta spec to be for better product marketing.

Learnings:

For 30-40 years, Dabur was primed into using traditional media, but realised that digital is a great fit for the transformation of Dabur brand . Realised that the Digital is the place to be  and expect a bolder and better view  with a vision to see Dabur digital journey as the lighthouse for all the Indian brands on digital medium”. The campaign assured the huge space for digital advertising and its future effectiveness. Dabur has effectively used this space going by the success of this campaign.

Photo Credits: Google Image

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  • There is 1 comment


    • 2 years ago

      Dhivya Rangarajan   /   Reply

      Great work Dinesh! Especially the way of presenting information with facts is highly appreciable.

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