Dabur’s Digital Transformation For the Modern Indian Women

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.