Dabur has launched a National Immunity Awareness Drive under its 'Dabur Chyawanprash - Immune India Campaign'. In this pan-India initiative running during October-December, Dabur Chyawanprash and its brand ambassador, cricketer Mahendra Singh Dhoni, are seeking to identify 30 'Immunity Ambassadors' from across 14 lakh school kids, across 1,000 schools in nine states over the next two months.
These selected few will become India's Immunity Ambassadors and will be responsible for spreading the message on the need for building stronger immunity in the face of growing incidents of flu and viral infections across the country.
This programme is being rolled out across nine states, including Delhi and NCR, Uttar Pradesh, Bihar, Jharkhand, Punjab, Maharashtra, West Bengal, Madhya Pradesh and Rajasthan. These are the core Dabur Chyawanprash markets. For South India, the strategy is different, where education about the campaign is being carried out through mass media.
"Under this mammoth programme, doctors and health experts will reach out to various schools and conduct workshops on immunity building. These workshops are designed with easy to comprehend pictorial presentations to make them interesting for the children. The idea is to educate children about the need to build stronger immunity to stay healthy and thus stay ahead," says KK Rajesh, executive vice-president, marketing (healthcare), Dabur India.
The initiative will also seek to identify Dhoni's Immunity Ambassadors from these school children. "The selected 30 Dabur Chyawanprash Immunity Ambassadors will meet and interact with Dhoni and learn his health secrets. Besides featuring in the Dabur Chyawanprash Immunity campaign, they will also spread the message about the need to boost immunity," adds Rajesh.
The initiative is also linked to a social cause as Dabur will donate Re 1 for every complete entry received to a leading NGO.
Under the 'Dabur Chyawanprash Immune India' campaign, a series of media workshops have also been conducted in various cities, wherein leading Ayurvedic doctors highlighted the properties of various Ayurvedic preparations, including Chyawanprash, in building immunity and thereby preventing occurrence of viral attacks and other diseases.
Praveen Jaipuriar, deputy general manager, marketing, Dabur India, shares, "BTL (below-the-line) is an important medium for Dabur Chyawanprash. It is always important for health brands and becomes critical when there is fresh news on the brand. It also helps in creating the right brand experience."
The BTL activity is being backed by print and radio in the markets where it is being launched. Dainik Jagran, The Telegraph (TTIS), My FM and Times of India are the media partners for UP, Bihar, Jharkhand, West Bengal, MP, Rajasthan, Delhi and Maharashtra. The ground partners are Jagran Solutions, TTIS and Times Red Cell.
"At the Times Group, it has been our constant endeavour to be innovative and foresee the next generation's requirements. We have a team that is on a constant inventive mode, working on integrating media marketing strategies to overcome the existing clutter in the market," says CR Srinivasan, director, Times of India Group.