Dabur India unveils revamped avatar of Dabur Honey

By afaqs! news bureau , afaqs!, Mumbai | In Advertising | October 05, 2009
Dabur Honey sports a new logo and packaging, in line with other product revamps from the company

Dabur India unveiled a new avatar of its branded honey, with a new logo and packaging. The change is in line with revamps of the company's other products.

The new logo of Dabur Honey features a red 'eye' that the company refers to as the 'Eye of Good Health'.

Every product range of Dabur will feature the 'eye' in a different colour. The change has already been incorporated in Dabur's Chyavanprash and Amla Oil.

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"The change is to keep with the changing times. What was relevant yesterday might not be so in the times to come. The change also has a subliminal message. We are not discarding the old - the product and its purity are intact - and at the same time, we are putting the product in the public eye in a new, youthful avatar," KK Rajesh, executive vice-president, marketing, Dabur India tells afaqs!

Dabur will continue with its existing television commercial launched last year, featuring actor, Amitabh Bachchan, and Indian cricketer, Mahendra Singh Dhoni. No new TVC is in the offing yet.

"The thought behind our campaign is to wean people away from sugar. We will continue with the initiative, with our ambassadors pushing the idea of honey being the substitute for sugar," says Rajesh.

Dabur is in the process of launching a print campaign for Dabur Honey.

In a press statement, Rajesh says, "Honey has for ages been the natural health food, providing unbelievable amounts of energy and amazing fitness. We are giving this age-old health mantra a modern, contemporary look".

Lowe Lintas handles the creative mandate for the company, while Group M handles the media duties.

Marking the occasion of the revamp, Dabur India also released an exhaustive compilation of honey-based recipes on Bachchan's health secrets, titled 'Big Bee's Secret Honey Recipes'.

The book contains multi-cuisine vegetarian and non-vegetarian honey-based recipes, authored by chef, Komal Taneja and is priced at Rs 375.