Amitabh Bachchan and Mahendra Singh Dhoni will now endorse Dabur Honey. The campaign asks 'Kaun RR banayega India ko healthy' (who will make India healthy?).
The agency for the new advertisement campaign is Lowe Lintas and the ideas is to convert users of RR sugar to Dabur Honey.
''In effect, this campaign has three heroes - Bachchan, Dhoni and Dabur Honey - and balancing all three is quite a juggling act,'' says Lowe Lintas chairman R Balki, the agency which has done the ads. With India's billion-plus population below 30, Dhoni seems to be the right choice to convert youngsters. This campaign is an attempt by Dabur to connect with the younger age group.
The new ad has a smug Bachchan gushing over the large number of people he has managed to convert, when his secretary breaks the news to him: ''Sir…Aap hi nahi…voh bhi.'' (It's not just you, he too.)
Dhoni asks (which is also the tag line) "Kaun banayega India ko healthy?"
Incidentally, Dhoni also endorses Dabur Chyawanprash and features in Pepsi's Youngistan campaign.
The branded honey market in India, which includes that produced and sold by the government,
stands at around Rs150 crore today. Dabur Honey accounts for almost 80 per cent of the total market.
''Dabur has been working on replacing sugar with Dabur Honey,"says Dabur India senior marketing manager (health supplements) Praveen Jaipuria.
"And this campaign too, through this healthy competition, seeks to convey the message that sugar is unhealthy, whereas Dabur Honey is extremely healthy. Therefore, the brand message is very simple - 'Cheeni ko dhakka maaro, instead have Dabur Honey',''
Dhoni is the 'most wanted' face in ads and is seen in Big Bazaar, Brylcreem, Boost, Dainik Bhaskar, Parle, Pepsi, Reebok, Royal Stag, Sonata, Siyaram's, TVS, Exide Industries, Maha Choco, Orient fans to Videocon. The cricketer is known to charge Rs4-5 crore per endorsement.