Has Immunity emerged as the new Marketing Narrative in India?
While some brands have addressed this through their messaging (Aashirvad Svasti’s Immunity Song),many others have made certain product tweaks.
Dabur India Limited has recently launched an Immunity Kit comprising of products like Chyawanprash,Honey, Giloy Churna etc, that looks promising to me,for multiple reasons.
They had already seen a 400% surge in demand for Chyawanprash & an 80% growth for Honey during a time when Ministry of AYUSH had issued an advisory on various immunity-enhancing steps through #Ayurveda,specifically from products like Chyawanprash.
With consumption patterns highly influenced by govt guidelines & #VocalForLocal, consumers are also being intolerant to opportunistic brands,making their launch timing perfect.
They’ve also been playing the #immunity card for years,which makes them better positioned than the other brands.
Recognising the role of doctors as key influencers currently, an Ayurvedic Doctor is seen endorsing it in their TVC,portraying it as a family’s Immunity Shield.
Interestingly,#Dabur had also launched Tulsi Drops,Amla Juice etc,with these ingredients being promoted by the Ministry itself.
The first 1,000 people who register with the brand on its website wil receive a free Immunity Kit and is available for purchase across retail stores and e-commerce platforms pan-India at four different prices:
₹245 (three products: Honey, Honitus Cough Syrup and Giloy Ghanvati Tablets)
₹299 (four products: Honey, Honitus Cough Syrup, Honitus Hot Sip Ayurvedic Kadha and Giloy Ghanvati Tablets)
₹499 (five products: Giloy Ghanvati Tablets, Honitus Hot Sip Ayurvedic Kadha, Honitus Cough Syrup, Dabur Chyawanprash and Stresscom Ashwagandha Capsules)
₹550 (six products: Giloy Ghanvati Tablets, Giloy Churna, Honitus Cough Syrup, Dabur Chyawanprash, ImuDab Syrup and Stresscom Ashwagandha Capsules)
Do you think they will succeed?
How can others stay relevant in this narrative?