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Advertising Facets - Dabur PDF
Advertising Facets - Dabur PDF
Introduction
Dabur India has been the champion of natural and ayurvedic products for more than a
century. Dabur’s Healthcare Division has over 260 products for treating a range of ailments
and body conditions, from a common cold to chronic paralysis. Some of the products are
life-long household products for Indians – Dabur Chyawanprash, Hair oil, Hajmola, Honey
and Dabur Toothpaste are some of the honorable mentions.
Perception
● Dabur’s latest campaign does an excellent job at nailing the 5 components under
perception
● Firstly, the ad was aired on Hindi news channels such as India TV, Zee News and the
likes to reel in similar audiences
● Secondly, unlike a regular ad, it’s an animated ad with limited use of color.
Important design elements are in color which act as visual cues for the consumer
and help them focus at what’s important and discard the rest (for instance: the guy
sitting on the couch is a mere caricature and is used only for representation)
● Next, the message of the ad is highly relevant. As a country, there is an increasing
shift from low ethnocentrism to high ethnocentrism. Dabur capitalised on its
trademark word “chabaatey raho” in this ad as well. 4 seconds into the ad, the word
is already in use making a call back to the previous “chabaatey raho” campaigns of
Manoj Pahwa
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Cognition
● Here, the ad focuses more on learning and differentiation rather than needs or
information about the product. The Dabur brand is known to all and hence the ad
disseminates information about how and why it’s relevant rather than what it can
do. The line “Aap jo chaba rahe hai, usko profit koi aur chaba raha hai” shifts the
topic of discussion from the product to a cause. This in turn creates a differentiation
for Dabur as most brands advertise heavily about the product and its features.
Affective Response
● The ad manages to evoke a strong sense of nationalism amongst its consumers. The
line “Agar dil hai desi, rehen sehan hai desi, toh kyu chabaye profit koi videshi” hits
the right nerve. For consumers who have a sense of nationalism will start
questioning his/her life choices
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Association
● The ad manages to draw to types of associations: 1. Demonise videshi and 2. Love
desi. The demonisation of videshi is done by adding visual elements. The hair of the
videshi caricature is yellow in colour and wears sunglasses symbolizing a person of
western origin. The ad shows the videshi caricature sucking out the money from the
Indian ecosystem. This visual representation helps consumers to think of videshis in
a negative light. At the same time, the ad professes its love for desis by showing
happy faces of Indians toiling and working hard
● But all throughout the ad, the brand ensures that they fall back on their original
campaign line of “chabatey raho India”. This helps them be consistent and repeat
the brand message.
Persuasion
● The ad manages to persuade the viewers with their emotional appeal. They have
harped on the famous #vocalforlocal hashtag to make it happen. The appeal is to
not let the Indian economy go down and in order to do so buying Dabur products is
one way
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● While most of the facets such as perception, cognition, affective response, and
persuasion are its forte, the ad fails to nudge a behaviour amongst its target
audience. The constant harping on going #vocalforlocal can only elicit an emotional
response but it does little to elaborate on quality of the product in question. Giving
its user little incentive to try it out.
Recommendations
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