McCann bags creative mandate for Dabur's upcoming product

By Rohit Nautiyal , afaqs!, New Delhi | In Advertising | July 14, 2010
The company plans to spend about Rs 10 crore in the launch phase

Sources close to the development confirm that McCann Erickson has bagged the creative duties for Dabur India's soon-to-be- launched range of vitamin and mineral supplements. The agency won the account following a multi-agency pitch, where Ogilvy India, Lowe Lintas India and Contract Advertising were also in the fray. Of these, McCann, Ogilvy and Lowe Lintas are Dabur's roster agencies as well.

& #BANNER1 & #

It has been learned that 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 such that it stands out in the marketplace.

Dabur India plans to spend about Rs 10 crore in the launch phase, which will commence shortly.

The master brands under the FMCG major include Dabur ayurvedic healthcare products, Vatika premium hair care products, Hajmola digestives, Réal fruit juices and beverages and Fem fairness bleaches and skin care products. Some of the more popular brands among these are: Dabur Amla, Dabur Chyawanprash, Vatika, Réal, Dabur Red Toothpaste, Dabur Lal Dant Manjan, Babool, Hajmola and Dabur Honey.

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