DM Case Study: Dabur’s Digital Transformation For the Modern Indian Women

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:

00:15
Dabur started way back in 1884, our legacy is Iraida this is a almost 5,000 year old tradition Indians are
00:20
very very traditional people still even
00:22
the youth wants tradition but in a very
00:23
very palatable and a modern format we
00:26
wanted to make dubber a young vibrant
00:28
and a socially conscious organization
00:30
the woman today is outgoing she is
00:33
cashed rich but very very time poor
00:35
though she wants the same beauty regimen
00:36
the same kind of tradition but she
00:38
doesn’t have time so we wanted to give
00:39
her the solution in the format which
00:41
fits in very well in today’s life and
00:43
therefore who need to be a face which
00:44
they can connect to when we spoke to
00:47
dower we felt that a core need is to
00:49
embrace modernity across the diverse set
00:51
of brands and digital is as modern as it
00:53
can get
00:54
so when you know that there are 70 80
00:56
million women on the Internet today and
00:58
Taobao really speaks to all of them it
01:00
makes perfect sense to embrace it really
01:02
really fast one of the things that we
01:04
have been learning with Google is the
01:06
way consumers consume digitally modern
01:08
women of today how they are consuming
01:10
are digital and what we realized is that
01:12
digital is a space where it’s not about
01:14
selling a concept or a product it’s
01:16
about storytelling it’s about a two-way
01:17
conversation that’s where the idea of
01:19
brave and beautiful came from what we
01:21
realize is that beauty is not always
01:23
what you see outside but a lot of it is
01:25
what is inside we wanted to tell a
01:27
compelling story to these modern women
01:29
about a cancer survivor who in spite of
01:31
losing hair or beauty and having lots of
01:34
expeditions we wanted to tailor or you
01:35
have fought cancer you’re brave inside
01:37
and that’s what makes you beautiful
01:39
it’s a four-minute campaign and actually
01:41
made us learn a lot that if the content
01:43
is good it doesn’t matter how long or
01:45
how short it is when we finally made the
01:47
video and upload it on Friday we just
01:49
put it up on YouTube and some other
01:51
social media channels and by Monday
01:53
morning it had gone viral
01:55
we had go around three million views
01:58
already
01:59
all organic people are talking about it
02:01
sharing this it made me cry it was an
02:05
amazing experience I mean it just we
02:06
couldn’t believe it and this is not
02:09
advertising this just takes the consumer
02:11
engagement with different level all
02:13
together we did a brand lift survey with
02:15
YouTube and we found that there was a
02:16
11% increase in brand awareness of
02:18
attica we got two hundred and forty five
02:21
percent increase in ad recall for thirty
02:23
forty years we have been primed into
02:25
using traditional media so much but you
02:27
know with Google we started believing
02:29
that even digital could be a very great
02:30
space to be in
02:31
and once this has started happening I
02:33
think we’ll be onto something big and
02:37
better and you know far more bolder on
02:40
digital see the vision which we see for
02:42
ourselves in this digital journey is the
02:44
dabber should become the lighthouse for
02:46
all the Indian brands on digital media

 

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