Hajmola breaks into a fun gig with brand ambassador Ajay Devgn

Dabur has launched a TV campaign featuring newly appointed brand ambassador Ajay Devgn, for its digestive brand Hajmola. The TVC went on air on 10 December and will have a six week run.
The TVC is set in a house where wedding celebrations are taking place and Devgn is playing a harmonium. When he spots a young boy Bhola carrying a Hajmola bottle, Devgn stops him and asks for some. Bhola replies that it is over. Devgn gets upset and starts running behind him to lay his hands on the bottle. He breaks into a jig, joined by others. Finally, he manages to grab the bottle and discovers that it is empty. Bhola then shows him that he has one tablet left. Devgn snatches it only to share half the tablet with him. The TVC ends with Devgn singing, “Teri meri sabki Hajmola!”

On the creative brief, Naveen Gaur, president, Delhi corporate, Lowe Lintas and Partners, said, “Hajmola has all along been known for its digestive strength. We wanted to break it from there and get it into a more fun sphere. When we asked the consumers what Hajmola stands for, the first thing that came to their minds was ‘chatpata’. This taste is very closely linked to salivation and the -like desire that comes in all of us. The brand has been built on the idea of sharing. Thus, taking these three things: chatpata, salivation, and sharing; we devised this piece of communication and bought in this idea of fun as well. It is a jingle-based communication and is all about masti and sharing. We have chosen Ajay Devgn for his mass appeal and most importantly because he endorses very few brands.”

Ajay Parihar, category head-digestives, Dabur India, said, “Hajmola has over the years established itself as a ‘tasty and fun digestive’ for post-meal consumption. Hajmola’s huge success can be gauged by the fact that over 2.6 crore Hajmola tablets are consumed in India daily. This new campaign will take this message further and seek to establish the three important aspects of 'sharing, chatpata taste and salivation' in a fun-filled manner.”

On the appointment of Devgn, he said, "Hajmola and Ajay Devgn have a lot in common; both are hugely popular among both young and old, and have delighted their consumers for several years. It gives us great pleasure to welcome Devgn as the new face of Hajmola.”

On the marketing strategy, he added, “We will be initiating a high visibility drive across key markets, besides sampling the various Hajmola variants across eating joints in various cities driving the brand's fun and digestion connect.”

Bollywood director Pradeep Sarkar has directed the film. The pan-India campaign will also straddle print and digital media.

Credits:
Client: Dabur India Limited
Creative agency: Lowe Lintas and Partners