Mumbai: Dabur, a science-based Ayurveda company, is looking to underline its commitment towards sports in India, with the ‘AndarSeStrong’ campaign under its brand, Dabur Chyawanprash.
Ideated and brought to life by The Bridge, a digital sports media house for all things related to Indian sports, the three-month long campaign adopted a two-pronged approach for holistic impact and pan-India reach. Firstly, the campaign gave a view of how elite athletes outside cricket go about their day. A variety of athletes from kabaddi, athletics, hockey and boxing were a part of this campaign, sharing their lives and routines while Dabur Chyawanprash was integrated seamlessly to emphasise the theme of ‘AndarSeStrong’.
Featuring athletes like Tokyo Olympics Bronze-Medallist Mandeep Singh and Asian Games 2023 Silver-Medallist Jyothi Yarraji, the “AndarSeStrong” campaign focussed on celebrating stories of individuals who unleashed their inner strength and inspired millions across the country through their sporting achievements.
Next, Dabur Chyawanprash gave three documentaries as a part of the campaign at the grassroots level. The documentaries spotlight organisations like Bhiwani Boxing Club and One Thousand Hockey Legs that work to identify talents in marginalised communities and give them access to training and excelling in sports like Boxing and Hockey.
“We are committed to supporting the aspirations of Indian athletes at all levels. The ‘AndarSeStrong’ campaign, featuring Olympic athletes and Pro Kabaddi League players is a testament to our belief in the power of inner strength and resilience. By bringing organisations like One Thousand Hockey Legs and Bridges of Sports Foundation into the spotlight, we aim to inspire individuals to unleash their potential and pursue their passion for sports” said Rakesh Tahiliani, AGM marketing – health supplements, Dabur India.
“We are proud to conceive and execute this campaign that aims to celebrate diverse sports like Kabaddi, Hockey, Athletics, Boxing, etc. As a responsible media house, we must educate the masses & raise awareness by bringing out such stories to the forefront. There wouldn’t have been a better brand than Dabur to collaborate with on this idea. Since this is an Olympic year, it becomes imperative for us to strengthen such storytelling to garner interest and engagement among the audience,” said Arshi Yasin, founder, CEO The Bridge.
