Dabur India has roped in cricketer MS Dhoni as the brand ambassador for its flagship healthcare brand, Dabur Chyawanprash. The brand has also gone through a packaging change which will hit shelves soon.
Dabur plans to leverage Dhoni in its product advertising in print and mass media, the first campaign for which is expected to be launched on November 10, 2008, nationwide. Announcing Dhoni as the new youth ambassador, VS Sitaram, CEO, (consumer care), Dabur India said, "We, and our consumers, believe that there is a great fit between what MS Dhoni stands for and what consumers expect from Dabur. We look forward to a match winning partnership between Dabur and Dhoni."
The new campaign featuring Dhoni makes an aggressive attempt to establish the relevance of Dabur Chyawanprash in an increasingly tough and demanding lifestyle, for youngsters. The new attractive packaging -- in the form of a leaf and the use of bold red colour -- suggest growth, energy and rejuvenation of Dabur Chyawanprash.