Vivek Oberoi appears in the new campaign for Babool

Company News, November 10

New Delhi

Dabur India Ltd., India’s leading FMCG company, unveiled its new advertising campaign for Babool toothpaste.

The company had signed Vivek Oberoi for endorsing its Oral Care and Healthcare range of products and this is the first new campaign being launched with the celebrity for its Oral care product - Babool.

The creative approach for the new campaign is based on the concept – Live Life Big Bite - in line with the marketing strategy for Babool that is being promoted as a natural toothpaste that strengthens teeth from roots - Pride in Kudrati Majbooti of teeth. This is illustrated in the ad by Vivek Oberoi living life big bite by, directly biting into hard fruits unlike other characters.

“Vivek Oberoi imparts mass appeal, youthfulness and attitude into the brand. The creative is jingle based and continues to build on the popular Babool theme Subah Babool ki toh din tumhara”, said Devendra Garg, VP (Marketing), Dabur India Ltd, elaborating on the new campaign.

The ad that has been created by McCann Erickson will be telecast over 1200 advertising spots in a period of 30 days in national electronic media. An aggressive radio campaign will also be launched to reach the rural masses. The media spends for Babool Toothpaste is pegged at Rs 5 crore during 2005-06. Babool toothpaste packaging would now incorporate Dabur logo to lend credibility to kudrati/natural claims and also have Vivek Oberoi demonstrating Oral Care benefit.

Dabur, post acquisition of Balsara, has gained significant presence in the oral care market with a range of products in almost all segments within the category. The company today has a strong range of products – Lal Dant Manjan (toothpowder), Red Tooth Paste, Babool, Promise and the premium Meswak – with approx 30 per cent market share in the toothpowder category and about 8 per cent share in the toothpaste category.

Corporate Communications

Dabur India Limited

PH: 0120- 2959100, 3001000

Fax: 0120- 5374872

Email: corpcomm@dabur.com

PR Agency: Image Inc

Sanjeev: 9810052118 (Delhi)