Dabur unveils new campaign for Honitus Cough Drops 12/26/2005
5:51:38 PM IST
Dabur India Ltd., one of India's leading Ayurvedic Healthcare FMCG
companies, on Monday unveiled its new communication campaign for its
cough lozenges - Honitus Cough Drops.
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.
