Dabur India has launched a new campaign, featuring actor and dancer Nora Fatehi, to announce the launch of Dabur Cool King Thanda Tel, which marked its entry into the cooling oil category.
The campaign showcases Fatehi dancing and showcasing the benefits of the new hair oil.
“It is targeted at the Hindi heartland. Will be a sensation in those geographies,” said Sandeep Goyal, MD of Rediffusion.
“We are happy to enter the cooling hair oil category with the launch of Dabur Cool King Thanda Tel. Dabur Cool King Thanda Tel is a one-of-its kind innovative product. It has a specially designed chill tube. Inside the chill tube are peppermint cooling crystals. The peppermint cooling crystals along with the 11 Ayurvedic Herbs will deliver an unparalleled cooling experience. It also helps in providing relief from symptoms of daily mental and physical stress. We believe that our consumers will love the cooling sensation and benefits of this hair oil,” explained Dabur India Marketing Head - Hair Care Ankur Kumar.
“The Cool King Thanda Tel from Dabur has Nora Fatehi as its celebrity endorser. Nora is vivacious, she’s fun and she has turned in a dance performance in the commercial that is hi-energy and very entertaining. The Dabur brief to the agency was to create a TVC that would be very engaging and immersive for the Hindi heartland target audience and that is what we have delivered,” said Pramod Sharma, National Creative Director of Rediffusion.
“This entire category has been a monopoly for years. Nora’s electric presence in the Dabur Cool King Thanda Tel ad is going to rock the category and redefine its contours,” added Kalyani Srivastava, Joint President of Rediffusion.
The 360-degree campaign, encompassing television, print and digital media, has been launched to communicate the new product and its benefits.
Rediffusion’s creative team includes Ramendra Vasishta, Rigved, Neilloy and Shantanu. Puneet Malhotra is the director and it has been produced by Lucifer Films.
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