With Hajmola, Lowe, Delhi, has recently opened its Dabur account. As a practice, Dabur keeps its various brands in rotation among its rosters agencies (O&M, Leo Burnett, Contract Advertising, Mudra Communications, Euro RSCG and Dhar & Hoon), for 'better results'. However, this time, Dabur made an exception by hiring an outsider.
As part of the routine affair of realigning brands, Dabur put Mudra's Hajmola tablets, Hajmola candy, Pudin Hara (liquid and capsules) and Pudin Hara G under review recently. While Mudra has retained Hajmola candy, Pudin Hara and Pudin Hara G, it has lost Hajmola tablets to Lowe. While Dabur refused to comment on the development, a senior Mudra official said, "We are quite open to Dabur's business alignment arrangement." While nothing much is known about the agencies in the fray, what is known is that the size of the business is estimated at Rs 4 to Rs 5 crore.
Hajmola is the first Dabur brand in Lowe's roster and the task ahead is quite awesome. The brief apparently is to "drive sales" for the three-decade-old brand. "The digestive category is under huge strain. While there is direct competition in the form of Pachnol and Swad, indirect competition comes in the form of Dr Morepen's Gol-Goli, Eno etc. In such a scenario, the task is to ensure Hajmola is back on track with top-of-mind recall," says an agency official. Though the brand still enjoys tremendous recall with a 75 per cent share of the Rs 100-crore digestive brands market (in fact, Dabur was the creator of the digestive tablets category), its market share has not grown over the past few years.
Hajmola tablets, which was always a fun-filled product, "…needs an image makeover and a reason to exist in the market, with fun remaining an integral part of the communication," says an industry observer. And Lowe has already got on to the job.
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