Mumbai: Dabur Red has released a new set of films under its popular cricket-led content series “#SabkoChabaJaayenge” this T20 World Cup 2021 season.
Conceived to capture superiority of the Indian cricket team and the brand promise of healthy and strong teeth, Ogilvy coined the colloquial expression of #SabkoChabaJaayenge and created the fun character of ‘Chaubey ji’ as the vehicle of the message during ICC WC 2019.
The series leveraged cricket – the national passion, to connect with potential consumers and build emotional engagement with a wider audience, which garnered over 30 million views across digital platforms the last time around.
The new films show ‘Chaubey’ as a big Indian cricket team fan enjoying cuisines from different countries and at the same challenging them. The latter half of the films also show ‘Chaubey’ dressed as an Arab Sheik hinting at the venue of the series.
The brand campaign comprising a series of films has been conceptualized by Ogilvy India-North.
Shouvik Roy, President & Head of Office, Ogilvy India-North: “This is a campaign which is very close to our heart, and we have tried to bring back the magic for Dabur Red, once again. Cricket and food always go hand in hand, and we found yet another way of telling some fun stories keeping our Chaubey ji in the centre.”
Ritu Sharda, CCO, Ogilvy India-North: “This T20 World Cup, we bring you Cyrus Broacha as Chaubeyji. In this series he plays a hardcore upbeat Indian cricket fan who is all set to chabao India’s rivals. Laced with funny one liners we’re sure the campaign will strike a chord with our audience, as we chabao rival after rival and win the cup. Chabatey raho India!!”
Harkawal Singh, Head Marketing, Oral Care, Dabur India Ltd: “With World T-20 around the corner, we thought it’s a great time to connect with millions of cricket lovers and celebrate this pan India festival with our beloved Chaubey ji. This time Chaubey ji is in a new avatar but it still has the same fun and quirk, to celebrate the world cup with cricket frenzy Indians. We hope that people have fun watching them as much as we did in making them.”
India vs Pakistan Film:
India Vs New Zealand Film:
Client: Dabur India Limited
Agency: Ogilvy India – North
Creative: Ritu Sharda, Dalip Daniel, Preeti Koul Chaudhary, Avik Bose, Sumit Vashisth.
Account Management: Shouvik Roy, Atif Rahman, Soumyabrata Banerjee, Prashant Panwar
Planning Team: Rohitash Srivastava, Jose Joh.
Production House: Kinetigra
Director: Rahul Srivastava Producer: Vijay Chauurrasiya