Debashish ChakrabortyPublished: 24 Dec 2018, 7:11 PM
Marketing Initiative

Dabur Chyawanprash highlights the benefits of double immunity in its heartwarming latest TVC

...and urges people to not hold themselves back because of the fear of falling ill

Remember when you were a child and you wanted to go out in the cold and play with your friends or eat ice-cream especially during the winters and every time you requested your mother she would sternly deny. The requests would continue and only when she feeds you a spoon of Dabur Chyawanprash would she allow you out. You would happily go out and win the world!

Keeping in mind how children are susceptible to falling ill during the winters, the recently released TVC showcases how the effect of the new Dabur's Chyawanprash subsists even in the harshest of weather conditions. The TVC also beautifully highlights the mother-child bond over a spoon of highly nutritious Chyawanprash. The brand has been a household name in this segment for a very long time reason being the trust bestowed upon it by the mothers all over India.

The spot starts with school children visiting an orphanage on a snow-capped hilltop with their parents. All the kids are dressed up as Santa Claus carrying gift pouches containing warm clothes for the orphans, celebrating the festival of Christmas.

The ad takes a turn when an orphan kid with a fractured leg comes limping from inside the orphanage as everybody gets ready to leave. He complains about not getting any Christmas gift to which everyone checks their pouches but responds with a disappointing face as all of them have been distributed. Then, the boy comes up with an idea to give the sweater he is wearing. But before he does that, he looks up to his mother for an affirmation in response to which she nods with a wide smile, indicating the confidence about her son's immunity irrespective of the harsh cold weather.

The ad concludes with the mother feeding her son a spoon of the New Dabur Chyawanprash which had helped him perform an act of kindness without having to hold himself back with the fear of falling ill. From the ad, it can also be interpreted that though any of the kids could have gone ahead and helped, only the one with the perfect immunity solution- Dabur Chyawanprash tends to make a difference.

The campaign is masterfully crafted and is very much relatable to the audience of all ages. The brand has yet again delivered a campaign that has successfully touched an emotional nerve of the audience with simple yet impactful storytelling. The brand message has been subtly put forward, which becomes clear at the end of the ad, therefore, the brand hasn't tried to push the product to the audience yet making the brand proposition clear with the viewer. With a new approach towards their marketing campaign, the brand has further strengthened its proposition into the market by providing higher immunity and subsequently helping kids to play around freely in the winters without having any worries of falling ill.