Lowe Lintas, Ogilvy, McCann in race for Dabur's new product range

By Antara Ghosal , afaqs!, New Delhi | In Advertising | June 14, 2010
Dabur India, which is launching a new product on the lines of Ranbaxy's Revital, has called for a creative pitch. Lowe Lintas, Ogilvy India and McCann Erickson have participated in the pitch

Lowe Lintas, Ogilvy India and McCann Erickson are in the fray for the creative account of a new range of vitamin and mineral supplements from the Dabur India stable, according to reliable sources in the industry. A decision on the pitch process is expected to be arrived at shortly. These three agencies are amongst Dabur's existing roster agencies as well.

The product is on the lines of Ranbaxy's Revital. The brief given to the agencies taking part in the pitch was to plan out an interesting launch for the product and position it in a way that stands out in the marketplace. The details of the campaign are yet to be finalised. However, keeping in mind Dabur's communication strategies, sources believe that an extensive television campaign will be an important part of its media strategy.

The size of the business is ascertained to be in the range of Rs 10 crore for the launch phase.

Dabur India has been in existence for over 125 years, and it operates in key consumer product categories such as hair care, oral care, health care, skin care, home care and foods.

The master brands under the FMCG major include the Dabur ayurvedic healthcare products, Vatika premium hair care products, Hajmola digestives, Réal - fruit juices and beverages, Fem - fairness bleaches and skin care products. Some of the more popular brands under the Dabur stable include Dabur Amla, Dabur Chyawanprash, Vatika, Réal, Dabur Red Toothpaste, Dabur Lal Dant Manjan, Babool, Hajmola and Dabur Honey. It also offers a range of classical ayurvedic medicines and ayurvedic OTC products that deliver the age-old benefits of Ayurveda in modern ready-to-use formats.

The creative duties for these brands are held by a large number of agencies including Ogilvy India, McCann Erickson India, Grey Worldwide and Lowe Lintas India.

Giving some insights into the health and vitamin supplements segment, Harish Bijoor, brand strategy specialist and chief executive officer, Harish Bijoor Consults, observes that worldwide this is a huge market but India hasn't seen many big players until now. The category, he feels, is highly controlled by ethics here. "In our country people mostly believe in natural remedies and inbuilt resistance power to illness. However, with the changing pace of life, different lifestyle diseases like diabetes are creeping in and people are turning to health supplements."

Bijoor further predicts that the segment will soon see a lot of brand endorsements. Revital has already roped in cricketer Yuvraj Singh as its brand endorser. "I won't be surprised if Dabur does something on similar lines," he shrugs.

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