Brand Update : Hajmola Repositions as Audio Candy

It has been a while since I updated about Hajmola Digestives. The most significant development happened last year ( 2009) when the brand undertook a major repositioning exercise . The brand started calling itself an Audio Candy.

Hajmola which is a unique digestive tablet is a very powerful brand. This Rs 1 billion brand has been able to stay relevant in the consumer's mind through consistent campaigns and some smart distribution strategies. Hajmola digestive tablet is now selling approximately 2.5 crore tablets daily.

Hajmola is known for its unique taste ( Khatta Meetha taste ) and the taste has been its USP ever since its launch. The unique taste with its digestive properties made it a post-meal habit of many Indian consumers.

While Hajmola tablets are consumed for its utility, candies are a different ball game altogether. Candies are consumed for fun rather than utility. Hence Hajmola candy should be positioned more on the fun side rather than the utility . Hajmola has already established itself on the utility ( digestive ) platform , the challenge was to put fun aspect to it.

Dabur then found a very smart way of putting fun into this digestive. The brand named itself an Audio Candy. The name is derived from the insight that the Zingy Tangy taste of Hajmola in your mouth will be accompanied by a lip-smacking sound. The idea of Audio Candy was born.

The concept of Audio Candy was reinforced by the campaign that followed

Watch the ad here : Hajmola Audio Candy

The idea of Audio Candy is a very smart idea which communicates the positioning of unique taste in a very fun filled manner. The TG - mainly kids will like the concept of the audio candy. And the concept makes the USP of Hajmola difficult to copy. Along with the repositioning , Hajmola also launched a couple of variants like Imli and Kachcha mango which gave more reasons to buy this product.

It is interesting to see the evolution of Hajmola from a functional tablet to a fun filled candy. The brand has successfully extended itself to a larger market but retaining its core strength and not diluting the utility for which it is loved for.

Dabur Dashmularista : With You for Life

Brand : Dabur Dashmularista
Company : Dabur

Brand Analysis Count : 413

Dashmularista is a traditional ayurvedic medicine which is very popular in India as a restorative tonic. Although this is a medicine, Indian consumers usually buy and use this tonic over the counter because of the knowledge passed on from elders. And since this is an ayurvedic medicine, consumers are less bothered about the side effects.

Dabur Dashmularista is the first branded ayurvedic ethical asava ( tonic) to be launched in the Indian market as an OTC product. This brand was launched in 2004-2005. Initially Dashmularista was positioned as a restorative tonic for young mothers .

I had earlier written about the poor marketing that has been done with regard to ayurvedic products . There is lot of potential for ayurvedic OTC products in the Indian market. Dabur has to be appreciated for taking an effort in branding such important traditional ayurvedic medicines.

Dabur is also using the bollywood actress Juhi Chawla to promote its ethical branded products. This will further boost the popularity of traditional ayurvedic tonics and prescriptions.

Watch an old TVC of this brand : Dabur Dashmularista

Now Dabur Dashmularista has been positioned as a vital health tonic for ladies. The brand is currently running a TV commercial highlighting the need for such a health tonic for the homemaker. The brand now has the tagline " With You for Life " .

The brand is positioned as a health tonic for every stage of life . The current target market for the brand is the homemakers. I think that over a period of time, Dashmularista will expand its TG to include men and young girls.

The brand is filling an important need in the Indian market. Women often suffer from the fatigue arising out of the stress and strain of homemaking responsibilities. This stress is translated to digestive disorders and physical discomforts like backpain, fatigue,loss of energy etc. And most of the time, ladies resist consulting doctors about their issues at the same time complaining to their husbands about their health issues.
In such a situation , products like Dashmularista has a very important role to play. There will be a better acceptability for such products because of the tradition and perceived " lack of side effects ".

Since its launch in 2004, Dabur Dashmularista is witnessing steady growth. The brand is facing competition from a host of established ayurvedic marketers who sells this product as a ethical medicine. The current campaign will force many such players to take Dashmularista to the OTC market and can expand the market for ayurvedic products.

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Brand Update : Dabur Chyawanprash

Dabur Chyawanprash has gone in for a major revamp. The look and feel of the brand has changed and so is the brand ambassador. This November, Dabur has decided to change the look and feel of its leading brand Dabur Chyawanprash.

Dabur hold a commanding 60 % share in the Chyawanprash market. The brand has been using Amitabh Bachchan as its brand ambassador. Infact Big B has been endorsing the brand for more than five years now.

Chyawanprash faces a unique perception issue. The brand is perceived to be a health supplement for elders and kids . The younger generation feels that the brand is not relevant for them. Dabur had earlier addressed this issue in their earlier campaign ' Zaroorat Hai ' using the concept of ' role reversal ' .

Although Big B provided huge equity to the brand, the elderly ambassador further reinforced the perception that the product is for older people.

To break this perception, Dabur has come out with a new campaign featuring the new ambassador MS Dhoni. Dhoni is expected to make the brand attractive to the younger generation. The current success of Dhoni as a cricketer and as a captain gives added advantage to the brand.

Dabur has done more than just a new communication. The brand has also changed the packaging. The new packaging with lot of red color symbolises the activity and alertness. The bottle shape also has been made more modern. Chyawanprash also has a new logo which also reinforce the new targeting.

Dabur also has a new tagline for Chywanprash . The brand has done away with the earlier tagline " Zaroorat Hai ". The new tagline is ' Fit Body , Active Mind '. The brand gives the message that to win in life, one needs to have an active mind and a fit body.

The brand is currently running a new campaign in television featuring Dhoni.
Watch the tvc here : Dhoni

As in the case of any successful celebrity, Dhoni also faces the issue of over exposure . He is now sponsoring many brands from textiles to beverages. In the health drinks category he endorses Boost which is a competitor for Chyawanprash in a broader sense.

When I first saw the commercial, I mistook the ad for Boost. Boost also features Dhoni and Sachin as the brand ambassadors. The settings of both the Boost ad and the Chyawanprash ad are quite similar. Both ads even use the same color red as the main anchor. Only at the end of the ad, I realized that it was for Dabur Chyawanprash.

In message formating , it is better to introduce ( identify) the brand early in the campaign while using celebrities. Because the current trend is that most of the celebrities are over leveraged. Customers will associate the celebrity to some other brand if there is late identification of brand in the advertisments.

Professors Brian Sternthal and Angela Lee in the book " Kellogg on Branding " suggests that late identification strategies are used by brands to create a suspense and hence hold the attention of consumers. However, this is a risky strategy since consumers are free to make their own associations throughout the advertisement duration. Presenting the brand name at the end of the ad may not correct the erroneous association. People do not find it worthwhile to put an effort to correct such an association.

The authors say that late ID is useful for those brands where customers have an unfavorable disposition . Here in this case , there is an unfavorable perception that the brand is for elders and kids . But at the same time , the brand ambassador is endorsing a category competitor. Hence in this case, late identification may have little effect than desired.If Dhoni was not endorsing any other health drinks, this campaign could have produced greater results.


How ever, the brand will gain with the association with Dhoni. According the reports, Dabur also retains Amitabh Bachchan . That makes a formidable combination of endorsers for the brand.

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