Dabur India has unveiled a new film urging consumers to have a Hajmola after every meal to have a better digestive process. The new tagline, ‘Hajmola kare khana complete’ has been adapted from the previous campaign where the brand was positioned as a digestive tablet to be consumed after heavy meals. The new film has been created by Lowe Lintas.
The film shows people having street food at various times of the day and night – with instances of friends eating on the roadside at 1 am, a guy grabbing a samosa just as he runs to board a bus, a guy at a fast food joint, a couple enjoying desserts at home and couple of girls enjoying paani puri. The film ends with a voiceover saying ‘Hajmola kare khana complete’.
Commenting on the new film, Rajeev John, marketing head – digestives, Dabur India, said, “The previous campaign which was released a couple of years ago with the new positioning created enough awareness, and also helped increase consumption among our regular consumers. However, with this new campaign and evolved tagline, we intend to look at increasing consumption among new consumers as well by talking about having a Hajmola tablet after every meal to ease digestive process.”
A new film, with the same positioning, will go on-air by in a couple of weeks, and a five-week long radio activity clubbed with on-ground activation spread across 43 towns called ‘Hajmola kahaan maara chatkara’ is also scheduled to be rolled out. The activity will highlight popular street food eateries in small localities and engage consumers at the location itself.
Client: Dabur India
Creative agency: Lowe Lintas
Creative director: Uday Shankar Rao
Media planning: Maxus
Media buying: Adbur
Production house: Apocalypso Filmworks
Director: Pradeep Sarkar