Dabur Honey Plays the Obesity Manager in Latest Film by Mullen Lintas India Posted on


As a brand, Dabur Honey has reaffirmed its position as a market leader by specifically talking about the need to focus on healthy living. In fact, apart from offering other health benefits, Dabur Honey has also been labelled as the perfect ingredient for managing one’s weight. To highlight this specific attribute, Dabur India has rolled out a new film promoting Dabur Honey as the perfect ingredient for weight management.

VIEW THE SPOT (in Hindi)

The ancient Ayurvedic scriptures state that consuming honey with lukewarm water in the morning helps fight obesity and manage weight. In today’s world when everyone is getting highly conscious about their health and are going the natural way, honey is the perfect route to take for a healthy tomorrow. As a custodian of Ayurveda and the market leader in the branded honey category, Dabur is propagating the health benefits of Dabur Honey and helping consumers lead a healthy lifestyle.

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Commenting on the objective behind the latest communication, Rajeev John, Marketing Head-Health Supplements of Dabur India Ltd. said: “With Dabur Honey, we have always promoted a healthy life. One of the core benefits of Dabur Honey is that it helps manage your weight if consumed regularly. Thus, in our new campaign, we are communicating the message that consuming Dabur Honey every morning with warm water helps you ‘Stay Fit and Feel Young’. Targeted specifically towards married women, the campaign is based on very strong insight and we feel that everyone should make it a daily habit… A ritual. We feel that this will strongly resonate with our target audience.”

The film by Mullen Lintas Delhi is based on a common perception that most women gain weight after getting married. As a brand, Dabur Honey is trying to build a healthy habit by telling them that drinking Dabur Honey with warm water every morning will help them keep their weight in check. Through this campaign, the brand hopes that consumers will adhere to the idea of consuming Dabur Honey every day for a healthy living.

Highlighting the creative concept behind the film, Shriram Iyer, NCD, Mullen Lintas said: “We believe, every individual should take advantage of the benefits of Dabur Honey by making it a part of their daily routine. Hence, the task set for the new campaign was to encourage women to have a spoon full of Dabur Honey in the morning as it can help them stay fit and feel young. The communication has been targeted at married women and is based on a strong observation that people, in general, believe that after marriage a woman tends to put on weight. As post marriage, the lifestyle of a woman changes and this may result in weight gain.

Dabur Honey challenges the perception and reinforces the fact that consuming Dabur Honey every morning can help you keep your weight in check.

We feel every married woman will find the communication very relevant and will take a step towards a healthy life by making Dabur Honey a part of her daily routine.”

Credits –
Account Management: Syed Amjad Ali, KRK Ganesh, Chaarvee Kumar, Priya Agarwal
Creative: Shriram Iyer, Sindhu Sharma, Abhinav Karwal, Satyajit Ganu
Planning: Ekta Relan, Srishti Khandelwal
Production House: Bubblewrap Films
Director: Parikshit Vaidya
Client Team: Rajeev John, Vineet Jain

This article was first published on campaignbrief.com