5 Nov 2008 , New Dehli : Dabur India Ltd, India’s leading natural healthcare Company, today announced the signing of cricketing star and Indian cricket team captain Mahendra Singh Dhoni as the Youth Ambassador for its flagship healthcare brand Dabur Chyawanprash. The company also announced an all-new packaging for Chyawanprash & all its variants.
The Company plans to leverage M.S. Dhoni in its product advertising in print and mass media. Dabur will unveil its first product advertisement for Dabur Chyawanprash campaign with MS Dhoni from November 10, 2008 nationwide.
One of the largest brands in Dabur’s Health Supplements portfolio, Dabur Chyawanprash is packed with 47 potent Ayurvedic ingredients that build your immune system. It is an over 60-year-old brand for Dabur and controls over 65% share of the Chyawanprash market. In the 1940s, Dabur had pioneered the concept of branded Chyawanprash and since then has invested heavily in product development, clinical studies and consumer awareness. Over 120 years of Dabur’s experience in Ayurveda ensures selection, processing and quality control of right herbs along with scientific and clinical studies, making Dabur Chyawanprash a trustworthy offering for consumers.
Announcing M.S. Dhoni as the new Youth Ambassador, Mr. V.S Sitaram, Chief Operating Officer (Consumer Care), Dabur India Ltd, said “Dabur is a famous Indian brand, a leader in the field of Ayurveda and millions of Indians consume Dabur products because it gives them the inner strength to stay fit. When we asked consumers to name Indians who represent these values of inner strength and leadership two names stood out – Amitabh Bachchan and MS Dhoni. Mr. Bachchan already represents Dabur. Today I am delighted to announce that MS Dhoni has joined Team Dabur as the youth ambassador for our flagship brand Dabur Chyawanprash. We, and our consumers, believe that there is a great fit between what MS Dhoni stands for and what consumers expect from Dabur. We look forward to a match winning partnership between Dabur and Dhoni.”
On being appointed as Dabur Chyawanprash’s Youth Ambassador, M.S Dhoni said: “I am delighted to be a part of the Dabur family, as I have been a regular consumer of Dabur Chyawanprash since my childhood . Even today, I carry Dabur Chyawanprash with me whenever I travel abroad for matches. I recommend Dabur Chyawanprash to Young India for a fit body and active mind.”
The new campaign featuring Dhoni makes an aggressive attempt to establish the relevance of Dabur Chyawanprash in an increasingly tough and demanding lifestyle, for youngsters. The new attractive packaging — in form of an eye and use of bold red colour — suggest growth, energy and rejuvenation of Dabur Chyawanprash. The new packaging has been designed by an Australian design house. Dabur Chyawanprash is available throughout the country at all leading retail outlets.
