Dabur's flagship fruit juice brand, Real has announced the launch of Real Apollo National School Health Programme in association with Apollo Life, Apollo Hospital's end-to-end wellness solution provider. With its theme, 'Healthy kids, a better tomorrow', this programme seeks to educate and counsel school children on rules to good health.
"Through this association with Real, we intend to reach out to parents and educate them about the need to develop an immediate understanding of the means to ensure good health for the child in today's competitive environment," says Upasna Kamineni, director of Apollo Life.
The programme is being rolled out across the six major markets for the brand - Delhi-NCR, Mumbai, Bengaluru, Hyderabad, Chennai and Kolkata. It will reach out to 1.5 lakh children in nearly 300 schools.
The initiative would also offer parents and siblings of the participating student free access to a comprehensive health scan and prescription by Apollo Life.
Also, as part of this initiative, schools with the maximum number of healthy kids will be selected and ranked from each city. The participating schools would get a cluster health analysis of their students and a chance to win the title of 'The Healthiest School of the City'.
In October this year, Real tied up with Disney to use the latter's popular character, Mickey Mouse as a mouthpiece. Mickey, who now appears on the pack of Real, also features in the interactive AV that would seek to educate the school kids on balanced diet and healthy eating habits.
Explaining the rationale behind bringing the character onboard, Amit Shah, group product manager, Dabur India, tells afaqs! "The kids at schools may not pay much attention to what the experts say; but they will definitely find a connect with their favorite cartoon character."
The programme started in November end and will culminate by the end of January 2010. The results will be announced by March.
"For the past 125 years, Dabur has been committed to the health and well-being of every household. The Real Apollo National School Health Programme is a step forward in this direction and is aimed at improving the health quotient of our kids and ensuring that our children lead a healthy lifestyle. It's a win-win programme for all stakeholders - students, parents and teachers," says KK Chutani, marketing head, Dabur Foods Division.
According to industry estimates, the packaged juice market is worth close to Rs 500 crore in India. Under its food services category, Dabur has three juice offerings: activ, targeted at young adults; Burrst, a refreshment; and Real, targeted at kids. Dabur claims to command 54 per cent of the total market share with activ and Real.
This year, Dabur has consistently used on-ground as a medium to connect with its TG in rural and urban markets. Recently, afaqs! reported the launch of 'Immune India Campaign' across nine states for Dabur Chyawanprash. In September, the company conducted its annual consumer initiative to promote Dabur Amla hair oil - a rural beauty pageant christened Dabur Amla 'Banke Dikhao Rani'.