Dabur will soon relaunch the brand Thirty Plus, which it acquired last year from Ajanta Pharma, in a new avatar. ‘Ho Jaa Youngeela Re!’ is the first campaign post the acquisition and Dabur has roped in Malaika Arora Khan to be the face of the brand.
Commenting on the relaunch, Anil V Kaushal, category head-OTC, Dabur India, said, “Thirty Plus has been a trusted health revitalizer brand which Dabur acquired sometime ago. Leveraging Dabur’s expertise in natural and Ayurvedic healthcare, we have re- energized the product making it more relevant for today’s 30-Plus male, with powerful ingredients like gold, musli and shilajit. Dabur’s Thirty Plus has key ingredients which help you feel youthful and active maintaining your strength, stamina and vigour."
On the appointment of Khan, Kaushal added, “Malaika Arora Khan is the perfect fit for the brand. She is relevant to the communication as shown in the new campaign and hence was chosen as the brand ambassador.”
Actor Jeetendra was the erstwhile brand ambassador of Thirty Plus, when it was under Ajanta Pharma.
The campaign will break next week and Dabur will use television, print, radio, and online media for promoting Thirty Plus. The target audience is the 30-plus male and the media mix will be primarily news, followed by Hindi GEC, movies and key events.
The creative agency for the brand is DDB Mudra, while media buying will be done by Adbur, the in-house media buying arm.