Dabur Hajmola Kachcha Aam: My city, my chatwalla

By Poojya Trivedi , afaqs!, New Delhi | In Advertising | January 20, 2010
To promote its new flavour of digestive tablets, Hajmola Kachcha Aam, Dabur launches the 'Kahan maara chatkara' campaign, in association with street food vendors in 40 cities

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.

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The campaign, which will begin in February and continue for about six weeks, aims to cover 1,000 such food joints across 40 cities. For instance, in Delhi, the activation will cover food joints in Paranthe Wali Gali, Chandni Chowk; the Tibetan food joint behind the old Chanakya Theatre in Chanakyapuri; or the popular joint that sells momos in Lajpat Nagar.

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.

Dabur Hajmola had adopted a similar strategy during the launch of its other variant, Pudina. In that activity, 850 food joints were covered in 40 cities. However, back then, the activity was also extended to Rajdhani and Shatabdi trains, where food is served. It also carried out sampling activities with the 'dabbawalas' of Mumbai, where every lunch box was accompanied by a Hajmola Pudina sachet for two days. Dabur executives claim that Hajmola Pudina is already a Rs 8 crore brand.

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.

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