Every city has its favourite food joints. In a smart move, Dabur Hajmola has tied up with these food joints or vendors to promote it new variant, Hajmola Kachcha Aam.
Usually, these food joints have very high footfalls. "Our objective is to associate with such vendors and try sampling our product as a post-meal consumption at these outlets," says a Dabur India executive.
As per the activity, consumers will be given Hajmola Kachcha Aam after their meals. A team from the company will be present at these outlets to get their feedback, which will later be aired on the partner radio channels. Besides, as per the tie-up with radio stations such as Radio Mirchi, Red FM and Big FM, radio jockeys on these stations will promote the launch and street food activity.
Similar activities may be adopted even for this new variant. Besides, the company plans to explore opportunities with organised retail food outlets as well.
FMCG major Dabur will also introduce a television commercial created by Lowe, to announce the launch of the new variant. The commercial is expected to be on-air next month.
Dabur Hajmola is an after food supplement with digestive values. Dabur Hajmola is a market leader with 60 per cent share of the digestive tablets segment in India, claims the company's website.