For 30-40 years, Dabur was primed into using traditional media, but they wanted to transform the Dabur brand and connect with the Modern Indian Women, so they decided to go digital.
There are 80 million women on the internet, and Dabur speaks to all of them, so it made perfect sense to embrace Digital really fast.
“The vision which we see for ourselves in this digital journey is that Dabur should become the lighthouse for all the Indian brands on digital medium.” – Krishan Kumar Chutani (Executive Vice President, Health Care and Foods, Dabur India Limited.)
Google Case Study: Dabur’s Digital Transformation For the Modern Indian Women
Digital is a space for storytelling and two-way communication, and this is where the idea for the ‘Brave and Beautiful’ campaign came from. Brave and Beautiful started as a social idea, where they wanted to interact with users though a compelling storytelling. Dabur wanted to salute the women who have bravely fought cancer and have survived it beautifully.
“Beauty is not always what you see outside, a lot of it is what is inside. We wanted to tell a compelling story to the modern women about cancer survivors. We also wanted to tell cancer survivors that they have fought cancer, they are brave inside and that is what makes them beautiful.” – Praveen Jaipuria (Head of Marketing, Personal care, Dabur India Limited)
“This is not advertising; this just takes the consumer engagement to a different level altogether.” – Archan Banerjee (Head Digital Marketing, Dabur India Limited)
Transcripts of the Video:
Dabur started way back in 1884, our legacy is Iraida this is a almost 5,000 year old tradition Indians are