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A Real Outdoor Campaign By Dabur

The new campaign is supported with TV, print, cinema advertising.

BestMediaInfo Bureau | Delhi | December 17, 2010

After catching the consumer eye on TV, DTH, Cineplexes and Print, Dabur’s 2nd biggest brand Real has carried a powerful outdoor campaign to promote Real in a new avataar, with brand ambassador Sonali Bendre Behl. The company has concentrated its outdoor campaign in the four major markets – Mumbai, Chandigarh, Bengaluru and Delhi NCR. This mega campaign execution duties has been handled by “The Zebras” in Mumbai and “Pioneer Publicity” in Delhi NCR, Chandigarh & Bangaluru.

RĂ©al has gone through a packaging change recently. The reasons for the change are clearly explained by Amit Shah – Brand Head- RĂ©al- Dabur India Limited, “The last re-branding was done four years ago to mark completion of 10 years of Real fruit juices. Real is the pioneer in the packaged fruit juice market in India. When we started off the idea was to educate consumers about taste since this was a big category barrier. Over the years, consumers have accepted the taste and have in fact loved it.  We are now enhancing the health connect by strengthening nutrition cues on our packs & hence the new packaging. Hence, it was time for us to re-brand and bring out the nutrition aspect strongly through the new packaging and communication. Moreover, Real has a large range & the revised packaging helps ensure easy identification of our large range on the retail shelf."

Talking about the campaign, Rakesh Endlaw, CEO, Adbur said, “We believe outdoors with innovation usually works wonders. For the new RĂ©al campaign we focused on a different kind of innovation – we used die cut hoardings at high congregation points & also used mobile hoardings at strategic city points which created high visibility. Also we have used innovations like neon lighting & 3D effect on our hoardings to ensure message retention.” Talking about the campaign – Shashank Gawade National Head – Brand Activation at Maxus said,” Mumbai is a fast paced city & it’s important that the Outdoors in Mumbai attract eyeballs & communicate message effectively. For this, we worked on 3D design to communicate Real’s new campaign in Mumbai” The new campaign is supported with TV, print, cinema advertising. To tap the moving audience, RĂ©al has initiated Outdoors that include cutouts on billboards, cantilevers, mobile vans and uni-poles to communicate the key message  - Real’s new 6 layer pack keeps nutrients intact. [youtube]http://www.youtube.com/watch?v=UXFX1xbiH1k[/youtube]

Talking about the campaign, Amit Shah – Brand Head - RĂ©al said, “The challenge for the agency was to communicate the message of Real’s new pack, nutrition story & that too with a new celebrity Sonali Bendre Behl all at one go. The sites selected were high traffic points & near consumption points namely malls.”

The right surround effect for the campaign is being further accentuated through branding initiatives in both General Trade & Modern Trade.


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