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Dabur Real Activ signs Bipasha Basu as brand ambassador

By afaqs! news bureau , afaqs!, New Delhi | In Advertising | April 22, 2010
Dabur Real Activ has signed on Bipasha Basu as the brand ambassador for Real Activ's new Snack Healthy campaign. The contract has been signed for two years

Dabur Real Activ has signed on Bipasha Basu as the brand ambassador for Real Activ's new Snack Healthy campaign. The contract has been signed for two years.

"There is a perfect match between the brand and Bipasha Basu, both epitomizing health and fitness. Bipasha is unarguably the fittest of the Bollywood stars of the current era; and her experience with Real Activ juices makes it an ideal brand proposition for us to share with millions of consumers across the country," says K K Chutani, marketing head (foods), Dabur India.

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He adds that with this, Real Activ aims to create awareness amongst consumers about how juices make an ideal snack option.

To reach the consumer, the brand will utilise print and TVC. Law & Kenneth handles the creative duties for the brand. Real Activ's media duties are handled by in-house agency, Adbur; while its planning partner is Maxus.

Basu is excited about her association with Real Activ, as she has been using the brand herself for a long time. "It came as a natural choice for me to endorse the brand and share my experience with millions like me, who wish to stay fit in their busy and challenging lifestyle," says Basu.

Through this new communication, Basu will talk about the essential qualities of this brand and how it can be a perfect snack choice for the consumer.

On the brand's association with Basu, Varinder Kant, Sr VP and Branch head , Law & Kenneth Delhi, says, "When we decided to sign Bipasha for this campaign, it was imperative to show her in a way in which she had never been shown before. We wanted to bring out the approachable aspect of her personality, as opposed to her glamorous side, to ensure a greater connect with our target audience as well as the brand."