| Dabur unveils new campaign for Honitus Cough Drops 5:51:38 PM IST |
The new campaign features singer Sonu Nigam & the famed Indian Idol finalist Rahul Vaidya. This will be their first ad.
The creative approach for the new campaign revolves around the superior taste & relief attributes of Honitus cough drops. The advertisement connects with the teens, prime target audience for the category, and illustrates the fact that Honitus cough drops provide quick relief without an unpleasant taste through the tagline - 'honitus ka real honey - khich khich kharash chalti bani'. This is illustrated by Sonu Nigam offering Rahul Vaidya - a singing competition contestant, Honitus cough drops after the latter's complaint of an unpleasant tasting lozenge from many sore throat remedies currently available.
"Sonu Nigam, being a singer, exemplifies the benefits of Honitus cough drops & connects with the target audience. His recent association with a singing realty contest finds relevance with the campaign concept. At present, the Rs 130 crore cough Lozenges market is witnessing a single digit growth annually. Our foray into the lozenges segment has redefined the category and are confident that with the new communication campaign will boost brand growth", said Dilip Bhujbal, Senior General Manager (Sales & Marketing), Dabur Consumer Health, Dabur India Ltd, elaborating on the new campaign.
The company will be launching the campaign from December 26, 2005 on national channels. The ads have been created by Euro RSCG and will be aired in Hindi, Bengali and Marathi.
Dabur launched Honitus Cough drops earlier this year in three flavors - Honey-Lemon, Honey-Mentha and Honey-Ginger at a price point of Rs. One per cough drop.
Made from Shudh Madhu (Pure Honey), Pudina Satva (Mentha Oil), Nilgiri Tail (Eucalyptus Oil) and Karpoor (Camphor), these cough drops provide effective relief in sore throat, cough and bad breathe and address a major consumer need gap 'taste' in cough lozenges market.
Recently Rahul vaidya said on Arab times when he was interviewed in kuwait March 31st '06' , 'He has got a role in a soap opera direct by Manish Goswami and he is seriously contemplating the offer and interested because it is related to music. He was excited to come to kuwait as he got a barrage of mails during Indian idol show. He is also doing modelling assignments including Dabur.
Good luck rahul 😊who is Abhijeet sawant's friend. Abhijeet says that Rahul and Amit sana is part of his family.
Anupamaa
