Mumbai: #SabkoChabaJaengeis a digitalfirst campaign created by Dabur IndiaLtd to promote its brand Red Toothpaste during the 2019 Cricket World Cup. The campaign kicked off with a creative designed forIndia-Pakistan and this was followed with specially designed creatives for each of India’s matches.
Starcom India,the Media AOR of Dabur, has managed this campaign.The Digital first campaign launched on YouTube first, before moving onto TV.
Immense number of talks, comments, sentiments flowed with the world cup theme ads. The power of sentiment-led digital marketing bore testimony through these ads. The series of ads is an effort to create sufficient excitement around each of the India matches.
Till date, three films have been released, with the fourth on the India Eng match:
The first three ads garnered a huge 28 million views across digital platforms.Apart from this a lot of social buzz and engagement with these films was experienced. Individuals, Influencers and lot of media houses are talking and driving the buzz about the films.
As per 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. We wanted an idea for the digital platform to connect with the newer audience that gets missed through the traditional medium. 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 re-call factor. Sabkochabajaayenge gave us the perfect plank to have this conversation in a fun and engaging way while subtly plugging in the Dabur Red Paste benefit.”
