Dabur Réal undergoes brand repositioning
The brand has launched robust 360-degree campaign and has extensively used digital media for the very first time
BestMediaInfo Bureau | Delhi | May 7, 2012
Réal - the flagship fruit based beverages brand from the house of Dabur has launched a new 'Happy is Healthy' positioning for the brand by breaking the dichotomy of health and taste. The brand has launched a robust 360-degree campaign and using digital media in an extensive way by launching a dedicated website as well as activating its presence across social media platforms such as Facebook and Youtube apart from being present in traditional medium like television and print.
Elaborating on the new initiative, Arvind Shukla, Category Head – Réal, said, “The kids normally don't like healthy foods like raw fruits and vegetables for the reason that more often than not, things that are healthy are not tasty for the kid. This comes as a day to day challenge for a mother while taking care of the daily nutrition needs of her kid. Based on this insight, Réal has come up with this new proposition of “Healthy is Happy” wherein the brand talks about providing health in a tastier format. Réal is the only dose of health, enriched with Vitamin A,C and E that the mother gives to her child on a daily basis which makes both mother and child happy.”
As part of the initiative a new TVC series, conceived by Réal's creative agency Lowe Lintas, featuring brand ambassador and celebrity mother Sonali Bendre is being aired across major GECs and kids channels apart from a robust print media campaign. A new website dedicated to the brand (www.realfruitpower.com) has been launched. The brand has also activated its Facebook timeline (www.facebook.com/realfruitpower) and a youtube channel (www.youtube.com/realfruitpower). While the Facebook page.
The brand aims to go on-ground with an extensive consumer activation programme around the “Healthy is Happy” proposition.
Commenting on her association with the brand and the new 360-degree campaign, Sonali Bendre said, “This is a fantastic concept. Being a mother I can immediately relate to it. It's a big struggle for mothers like us to bridge that gap between healthy food and happiness of the kid. Réal is the only healthy yet tasty option that I have by with which I can give that much needed daily those of nutrition to my kid with he showing a happy face. I am really excited being part of this big campaign”
“The brand has been growing at a rate of more than 30% over last year. With the robust 360-degree campaign we intend to further accelerate this. We have also just introduced another variant – Réal Plum, the first Plum beverage in Indian market and have seen encouraging response from the market,” concluded Shukla.