Mumbai: Dabur Red Paste, the No. 1 ayurvedic toothpaste brand in the country has grown from strength to strength across the country. Given the current media landscape and attention spans it’s getting harder, and more expensive, for brands to capture consumer attention; it is for this reason that marketers are adopting a range of strategies to cope with this situation. One such panacea is Moment Marketing as moment marketing across a particular event can represent a more effective way to focus marketing spend and engage consumers.
The brand campaign comprising a series of films for Digital and TV has been conceptualized by Ogilvy North.
Kapil Arora, President, Ogilvy North: When Dabur Red Paste spoke to us about building a connect with fans during the Cricket World Cup, we knew we needed to make it both fun and brand relevant, to stand out in the clutter. Making the cricket connect with Dabur Red Paste’s brand promise was the key. Once we had that – we had a ball (literally). The result? Five kadak films that are testament to a fabulous client and brand
Ritu Sharda, CCO, Ogilvy North: Loha garam tha, toh humne maar diya hatoda. Turning the fanaticism of Indian Cricket into fun, we decided to elevate the conversation about toothpaste into something truly exciting. Cracking the idea of winning over the opposition through ‘chewing’ made for a perfect platform to marry the product truth of strong teeth in a competitive sphere. This helps make Dabur Red Paste not just a product, but an experience with a much stronger recall factor. Hopefully hum England mein #SabkoChabaJaayenge.
Harkawal Singh, Head Marketing, Oral Care, Dabur India: Protection from Dental Problems for Strong Teeth and Healthy Gums is the core promise of Dabur Red Paste. Cricket is one of those opportunities that allows your brand to reach out and engage with a large audience. Sabko chaba jaayenge gave us the perfect plank to have this conversation in a fun and engaging way while subtly plugging in the Dabur Red Paste benefit.
Watch the YouTube Link:
CREDITS:
Client: Dabur India Limited
Agency: Ogilvy North (India)
Agency Creative: Ritu Sharda, Dalip Daniel, Preeti Koul Chaudhary, Bharat Sharma, Sumit Vashisth
Agency Account Management: Kapil Arora, Atif Rahman, Soumyabrata Banerjee, Chandini Ahuja, Asim Mathur
Agency Planning Team: Rohitash Srivastava, Ashwani Sinha, Pragya Patra
Production House: Dreamcatchers Films Director: Ishwar Singh
